{"id":205,"date":"2014-05-02T08:45:28","date_gmt":"2014-05-02T08:45:28","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=205"},"modified":"2019-10-07T00:25:13","modified_gmt":"2019-10-07T00:25:13","slug":"total-rebrand-romanian-retailer-annabella","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2014\/05\/total-rebrand-romanian-retailer-annabella\/","title":{"rendered":"Total Rebrand For Romanian Retailer Annabella"},"content":{"rendered":"

Since 1994, Annabella has developed a network of retail stores in V\u00e2lcea, a county in the heart of Romania.\u00a0Twenty years after the first store opening, Annabella planned the launch of its 50th store, which would be built from scratch in order to truly reflect the brand identity.\u00a0In addition, the retailer decided to rebrand its unique label brand with a new name and a redesign of the entire portfolio of products. This decision was accompanied by a portfolio extension towards dairy, sweets, and canned meat products, amongst others.<\/p>\n

The challenge<\/h1>\n

The main challenge for Annabella was to come up with a new name for its private label brand; a consistent packaging design for the entire portfolio of products and a new in-store design that would reflect the friendly attitude and warm approach of Annabella towards its customers. This positioning is what allows Annabella to differentiate itself from big retailers in the country, and so, they wanted to reflect this in their rebranding strategy.<\/p>\n

The agency chosen for this strategy was Brand Fusion Romania.<\/p>\n

The new brand strategy<\/h1>\n
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Table of Contents<\/p>\n<\/span><\/div>\n