Case Study: La Provincia — A Tasteful Evolution

La Provincia is a Romanian chicken meat brand from the Carmistin portfolio, rooted in rural tradition and well-known for offering healthy, responsibly raised products. Our role was to redefine the brand to reflect its maturity — keeping its authenticity intact while aligning it with modern consumer expectations around health, origin, and quality.

We began by immersing ourselves in the brand’s origin story — its connection to Vâlcea, its responsible farming practices, and its long-standing presence on the Romanian market.
Through research and brand audits, we identified La Provincia’s strongest asset: a credible product, consistently trusted by consumers.

At the core of the strategy stands the brand promise: “Hrănit Sănătos!” (“Fed Healthy!”) — a unique positioning on the Romanian market. It refers directly to how La Provincia chickens
are raised: with care, in safe farm conditions, and nourished with natural, additive-free feed. This promise is not only a product claim, but a declaration of responsibility toward consumer
health and food integrity.

This message also serves as the foundation for product differentiation across the portfolio, reinforcing the brand’s commitment to offering food that supports a healthier lifestyle.

The tone of voice proposed is warm, natural, and honest — using terms like authentic, healthy, simple, responsibly raised — avoiding industrial or exaggerated claims, and keeping communication rooted in real product truths.

La Provincia’s new visual identity builds on heritage with a contemporary twist. The logo features a stylized rooster, inspired by the iconic Horezu ceramic motifs, a symbol tied
deeply to the brand’s place of origin in Vâlcea. The result is a visual mark that is both instantly recognizable and culturally grounded. Packaging was a central expression of the new brand strategy. Inspired by Horezu decorative elements, we created a modern, vectorized interpretation that brings tradition into today’s visual language. We incorporated visual cues from the chickens’ healthy diet — such as illustrations of grains and vegetables — to connect directly to the “Hrănit Sănătos” promise.

Each product category uses its own complementary color from the defined system, helping shoppers easily navigate the portfolio while reinforcing the La Provincia brand architecture.

Design decisions — from layout and color, to font hierarchy and texture — were all aimed at building a consistent, clean, and premium look, while maintaining a strong connection to
the brand’s origin and values.

The rebranding of La Provincia delivered:

• A strong, unified visual identity across all products and touchpoints
• A clear and unique brand promise based on product reality and consumer trust
• A packaging system that is both culturally relevant and commercially impactful
• A flexible foundation for future product lines and brand growth

La Provincia now stands not only as a symbol of quality chicken products — but as a brand that confidently embodies care, origin, and good taste.