Staples brand for the Romanian diaspora
Summary: Our client’s late grandparents (lovingly nicknamed Tuțu and Țuca) are honoured by this FMCG brand created for the Romanian diaspora in Western Europe. Both visual identity and packaging concept are reminiscent of the hand-made packages most Romanians once received from home when away.
When it comes to brand building, staples are one of the dullest product categories. They are commodities that respond to basic necessities and usually entail automatic purchase decisions. That is why the only chance for staple brands to stand out is to build secondary brand associations (i.e. abstract, intangible attributes that have nothing to do with product, price or distribution).
Our FMCG-trading client – for whom we also created Pickle the First - came to us with the story of his late grandparents (lovingly nicknamed Tuțu and Țuca). He challenged us to develop a staple umbrella brand named after them, which would target the Romanian diaspora in Western Europe.
We turned Tuțu & Țuca into the archetypal pair of loving grandparents, who care about you unconditionally and always have good advice for anything household-related. They are disarmingly honest and warm, practical and considerate, but most of all familiar and trustworthy. These are all associations we wanted to transfer to the new brand and its products.
The visual identity and packaging concept is reminiscent of the hand-made packages most Romanians once received from home when away. Under various types of paper tied with hemp rope, parents or grandparents would stuff homemade or handpicked goodies with a care that would make the recipient feel pampered and nostalgic. The complementing slogan (La sfatul bunicilor – On grandparents’ advice) adds a practical sense to this emotion-laden story, speaking about a carefully selected range of products that helps you keep your household in good order.