Brand Identity
What’s in a name, a tagline, or a logo?
Portalia is an online store that sells natural, eco-friendly products. “Verdeștept” in the tagline is a concept that mixes Verde (as in eco-friendly) and Deștept (as in smart, like the customers who choose to go green). Verdeștept was initially designed to be a loyalty program, but the client loved the idea so much that he kept it as the store tagline, too.
Credits.
🖊️ My contribution: brand strategy, tagline
🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger | 💼 Client: Portalia
Dr. Poop is a food supplement for pets. Our strategy was to create a brand that should be both authoritative and fun. The tagline reinforces the product benefit: healthy digestion that leads to odorless pet poop.
Credits.
🖊️ My contribution: brand strategy, naming, tagline
🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger | 💼 Client: Portalia
Plantavia is a brand of eco-friendly gardening solutions. The name is an euphonic mix between Planta and Via (also hinting at Portalia, the mother brand), while the rhyming tagline emphasizes the wide range of natural products available for one’s garden.
Credits.
🖊️ My contribution: brand strategy, naming, tagline
🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger | 💼 Client: Portalia
LanaTerra is an organic soil fertilizer made from sheeps’ wool. The name is a combination of “Lana” (Lână) and “Terra”, to show both the source material and the product destination. LanaTerra has a certain melodic smoothness thanks to the vowel-consonant rhythm. Also, that’s not a typo in the tagline, it’s another hint at the origin of the fertilizer pellets 🐏.
Credits.
🖊️ My contribution: naming
🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger | 💼 Client: Portalia
BioLocalia is a (temporarily closed) environmentally-friendly bistro & boutique hotel in Balotești. From the solar panels on the building to the meals cooked with locally-sourced, organic ingredients, everything was sustainable there. So we captured this connection between humans and nature in the brand name, logo and tagline. The name is also a nod to the mother-brand, Portalia.
Credits.
🖊️ My contribution: brand strategy, naming, tagline
🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger | 💼 Client: Portalia
“I want to start a business. I like traveling and sports.” Based on the briefest of the briefs from a young colleague of mine, I imagined Runscapes, a traveling agency for sports enthusiasts. People usually feel guilty for eating too much while on vacation, so we gave them an escape route from guilt: starting their day with an organized run – in a foreign city, on the beach, in the mountains, depending on their vacation destination. The brand tagline is a nod to Beyoncé’s then recently launched “Run The World (Girls)”. Also read the brand manifesto, it’s cool 🙂
Credits.
🖊️ My contribution: brand strategy, naming, tagline
🖌️ AD: Árpád Fekete
💼 Client: Entrepreneur Diana Coman (Profa de media)
For the custom-made furniture company Profilo, I wrote this nice play on words (a înnobila + mobilă) to add a touch of nobleness to their furniture. They said these two words had a genius touch, then went bankrupt a few years later. No connection, I hope.
Credits.
🖊️ My contribution: tagline
🖌️ AD: Paul Goți
🏭 Agency: Gavrilă & Asociații | 💼 Client: Profilo
LetsCreate.ro is Camel cigarettes’ unbranded online platform, where they run promotional campaigns. For legal purposes, the hints to the brand have to be really subtle. And since the brand is about creativity, I imagined a journey through the human mind, with several rooms to be explored – music, visual arts, architecture, movies and so on – like an interactive museum. Hence the name.
Credits.
🖊️ My contribution: campaign concept, naming, logo design
🏭 Agency: FCB Bucharest | 💼 Client: JTI Romania
Logo Bigger is an amazing branding agency. When its owner – design professor & efficient art director Iosif Oprescu – repositioned the company as a catalyst of client business growth using the ideal mix of strategy and creativity, the tagline practically wrote itself. All I had to do was commit it to (digital) paper.
Credits.
🖊️ My contribution: tagline
🖌️ AD: Iosif Oprescu
🏭 Agency: Logo Bigger | 💼 Client: Logo Bigger
CBC România is a highly specialized consulting company, owned by PhD Petre Nicolae, that restructures businesses and their leaders to achieve maximum potential. We were briefed to refresh CBC’s “dusty” brand image, but we ended up deconstructing the consulting company’s brand DNA and rebuilding it again, piece by piece: new brand archetype, new concept-driven logo, new double-meaning slogan and more.
Credits.
🖊️ My contribution: brand strategy, tagline
🖌️ AD: Iosif Oprescu, Matei Arnăutu
🏭 Agency: Logo Bigger | 💼 Client: CBC Romania
For IPPU Packaging, the creative label manufacturer, I wrote this slogan both as a declaration (we respect labels), but also as an invitation to potential clients to observe the branding etiquette and choose a reliable partner for their business.
Credits.
🖊️ My contribution: tagline
🖌️ AD: Bob Toma
🏭 Agency: Gavrilă & Asociații | 💼 Client: IPPU Packaging
Wineries have always been important clients to the IPPU Packaging business, so we created the Etiquettology stand, a special place in wine shows & fairs where potential clients came to talk about the art and science of crafting wine labels.
Credits.
🖊️ My contribution: brand strategy, naming, tagline
🖌️ AD: Bob Toma
💼 Client: IPPU Packaging
Omnia Gusti is a B2B provider of high end ingredients for demanding chefs. As they wanted to extend their portfolio with a cooking cream brand, I mixed “crème” and “magique” to get a smooth-sounding brand name that’s premium, related to French cuisine, and also has that “je ne sais quoi” – the magic sprinkle that makes dishes special.
Credits.
🖊️ My contribution: brand strategy, naming
🖌️ AD: Iosif Oprescu, Matei Arnăutu
🏭 Agency: Logo Bigger
💼 Client: Omnia Gusti
For a mobile advertising agency that used branded Smart cars to promote their clients’ businesses, I turned the classic “baby on board” sticker into a brand name.
Credits.
🖊️ My contribution: brand strategy, naming, tagline
🖌️ AD: Árpád Fekete
💼 Client: Entrepreneur Emre Ates
Vamaioții din Vale was a real estate project located in Vama Veche, near the beach. The houses would be built in Dobrogean traditional style, using only locally sourced materials – reed for the roof, stone, wood and clay tiles for the actual house – in a blend of village charm and high-end urban comfort. And since this residential complex would be “a village within a village”, that’s what we named it, and designed a funny crest for good measure.
Credits.
🖊️ My contribution: brand strategy, naming
🖌️ AD: Bob Toma
💼 Client: Entrepreneur Ioana Reichle