Package design for Romanian pickle brands is surprisingly uniform. Names and imagery are generic, descriptive and utterly bland. Since pickles are the stuff that spices up our meals and help with digestion, we decided to make our brand fun. We wanted it to demonstrate a sense of humour, as no other competitor had ever done that.
Making a big dent in a barren landscape, the brand identity we created revolves around a quirky and fun fictional character, made up of standard pickle fare. He is an instant match for its product category. But to Romanians, Murat Întâiul is reminiscent of their nation’s history, because it is the name of an Ottoman emperor. The brand name is also descriptive in a fresh manner, as it basically says “top-notch pickle” (Murat Întâiul literally translates into Pickle the First).