Branding in the Food Industry: How to Differentiate a Product in an Oversaturated Market Case Study: Carniva – Packaged Red Meat
Why is branding important in the food industry?
The food product market is extremely competitive both in Romania and across Europe. Store shelves are full of options, and success no longer depends only on product quality but mainly on how the brand is perceived. Today’s consumers choose brands they trust and that tell a clear story.
What does branding concretely mean in the food industry?
Well-structured branding manages to provide:
Clear market positioning
An easy-to-remember name
A coherent and attractive design
Packaging that stands out
An authentic story that supports the product
Branding Carniva How the Carniva brand was created – packaged red meat
Carniva was launched in a market dominated by generic products lacking a strong visual identity. The producer wanted a brand that would inspire freshness, trust, and consistency. See case study.
Identified challenges:
Strong competition, with no clear brands in the segment
Need for packaging that attracts attention
Lack of premium positioning for packaged meat
Implemented solution:
Market analysis and brand strategy definition
Choosing the name “Carniva,” which conveys energy and appetite
Visual identity based on an intense red and clear animal silhouettes
Robust font inspired by the butcher’s knife contour
Modern, clear, and easy-to-recognize packaging
Supporting elements:
POS materials (posters, labels, wobblers)
Simple and clean website emphasizing the product
Results achieved:
Strong positioning in retail with increased visibility
Premium image built on freshness and quality
Memorable brand in a segment previously dominated only by generic products
What characteristics should effective branding in the food industry have?
Clear and coherent message
Packaging that attracts and differentiates
Building an emotional connection and trust
Authentic story supporting the product
Unified experience at all consumer touchpoints
When is the right time for rebranding?
When the visual identity no longer matches the product level or when the business revenue or profitability plateaus. The brand is the decisive factor that influences consumer choice and wins distributors’ trust.
Want to talk about your brand?
We are LogoBigger, the branding agency that supports ambitious producers in the food industry to become strong and appreciated brands.
