Zăganu – Case study

Zaganu was established in 2010 by two visionary Romanian entrepreneurs, Laurențiu Bănescu and Alexandru Geamanu, at the Măneciu Brewery, nestled at the foot of the Zăganu Mountains. Over the last decade, Zaganu has become a cornerstone of Romania’s craft beer scene, known for its unwavering dedication to authenticity and quality. As the brand reached its 10-year milestone, the need for rebranding arose—not to chase trends, but to ensure that the identity reflected its evolution. The challenge was to honor the brand’s roots while making it clearer, more modern, and more recognizable, so it could continue to grow and connect with new generations of beer lovers.

Working with Zaganu was an opportunity to maintain the essence of an authentic Romanian brand while aligning it with contemporary market needs. The rebranding process was a refinement journey, where we worked closely to preserve the story of the eagle – the brand's symbol – and create a design that was simpler, more modern, and easier to recognize. In this context, we simplified the labels and unified the product portfolio under one name: Zaganu, eliminating brand extensions to create a coherent and memorable identity.

The name “Zaganu” is derived from the eagle that lives in the Zăganu Mountains, symbolizing freedom and the raw beauty of nature. This name underscores the essence of the brand – a free spirit, authentic, and distinguished by purity and quality.

One of the fundamental changes in the rebranding was the simplification of the visual identity. The labels were redesigned to be clearer and more easily associated with the Zaganu brand, and the beer portfolio was unified under a single visual identity, without brand extensions. The eagle, the central symbol, was stylized to be more recognizable and modern, while maintaining its authenticity.

Zaganu’s rebranding has solidified its position in the Romanian market, making the brand more recognizable and relevant. By simplifying the design and unifying the portfolio under one name, the updated identity and labels have attracted a broader audience, strengthening its presence. Zaganu remains a symbol of authentic craft beer in Romania, loved by fans for its bold flavor and unapologetic authenticity.