Gruia is a new dairy brand created by Romanian agency Gavrila&Asociatii for Macromex, a leading distributor of frozen and chilled foods on the Romanian market.
A simple design solution – “package as the identity” – and the client’s request of using wood textures as a way to inspire naturalness and convey approachability, led to a package
line with a strong personality and highly differentiating shelf presence.

The logo is backed up by the typography style product shot which creates a complementary design. The brand’s logotype is distinguished only by the strong color and the sharp specific cut.

The natural textures and the raw product shots underline the natural character of the brand. The packages have different personalities due to the letter treatment in the manner of the product’s texture:
soft letters for butter and spreadable cheese and sharp cut letters for natural cheese.