Albush – Case Study

Albush is a bold, fresh ice cream brand founded by Daciana Sârbu, also known for MaraMura. It combines innovative flavors with fun, offering marshmallow-filled ice cream and whipped marshmallow cream – an exciting twist on the classic treat. Albush isn’t just ice cream; it’s a new way to indulge.

We’re working closely with Daciana Sirbu on her personal brand (more on this coming soon), with one of her key goals being to launch and develop product brands that reflect Romanian values and ideas. This vision led us to create Albush – an innovative ice cream brand that was set to be available in MaraMura locations, another brand developed by Daciana. Albush is a natural extension of her entrepreneurial spirit, focused on bringing something fresh, and authentic to the market.

Albush isn’t your average scoop. We positioned Albush as a brand that brings something new to ice cream, offering a refreshing experience for those looking for more than just a typical sweet treat. The brand is fun, modern, and stands out with its unique approach, appealing to today’s consumers. The name "Albush" connects directly to its core ingredient – egg whites – which symbolize the light, airy texture of the marshmallow-filled ice cream. Simple, memorable, and full of character, the name reflects the brand’s playful, innovative spirit.

The visual identity is vibrant and modern, featuring clean, bold design elements that capture the energy of the brand. The packaging is fresh and playful, reflecting the bold, creative spirit of Albush. The chosen font echoes the lightness of meringue, perfectly aligning with the brand’s airy, fun character.

We aim for Albush to grow, expand, and become one of the leading Romanian brands in the dessert category. So far, people recognize it by name and the unique concept behind the product, which speaks to its growing presence and appeal. The brand is on track to strengthen its position and become a staple in the market.