Press Release

BrandTailors extends its area of expertise on a new medical

products category

Cristina Ionescu Melania Nemeș

Account Executive Senior Graphic Designer

Bucharest, 15th February 2011

BrandTailors – strategic brand consulting and design firm – just created Bione
Medicale, a medical socks and tights brand.
Irina Cucueteanu, a young Romanian entrepreneur, had the initiative to launch a medical socks and tights brand
and BrandTailors has been given the opportunity of creating the corresponding brand - Bione Medicale. Being
launched with a clear intention to accommodate new product introduction, BrandTailors’ consultants and
designers have created Bione Medicale in such manner to enable a continuously proliferating product portfolio.

Currently, the brand is being distributed exclusively in drug stores and its portfolio is limited to socks and
compression tights recommended for daily usage in case of circulatory issues treatment or prevention and
anti-germs tights used in case of dust and germs allergies and extreme skin sensitivity.

BrandTailors designers created the visual identity and the package design for Bione Medicale focusing on the
primary benefit of the product, leg treatment and care. In order to avoid creating the perception women-
dedicated products, the key element on the packaging - the leg shape- was designed in such a manner to avoid
alienation of any of designated target audiences - women, men and children.

Our client’s request was to create a brand enabling a generous

addressability, a brand with strong and contrasting graphical
Cristina Ionescu
elements able to generate visual standout at the shelves. Account Executive

www.brandtailors.com
1/2
Bione Medicale variety of products (anti-germ tights for children, medium compression level socks and maxi-
mum compression level tights) was visually highlighted with supporting colors of a consistent blue-based
chromatic pallet (a color associated to the medical field due to its power to inducing a sensation of calmness
and safety).

The range of colors that we chose facilitates establish Bione

Medicale in a wider category of treatments, including severe
medical problems such as post-surgery recovery, another example
Melania Nemeș
of a case in which Bione Medicale products are recommended. Senior Graphic Designer

BrandTailors team members contributing to this project development were Andreea Florea – brand architec-
ture, Cristina Ionescu – project management, brand architecture, Melania Nemes – visual identity and package
design, Adela Anghel - package design, and Mihai Părpălea – desktop publishing.

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There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and effective-
ness. These words have guided our steps over the last seven years, whilst we have completed over 90 projects and changed
the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first brand strategy
consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding process.

Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and
looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline,
Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, Ţiriac Holdings, Intact Media
Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Măgura, ROM, Silvana, Zuzu, Fulga, Rarăul,
Lăptic LaDorna, Perla Covasnei, Eurovita, Antena 1, UTV, Europa FM, Radio 21, BCR Open România or Class Living and
created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, Vibe FM or Active Watch.

As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by
stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers
that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in
2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding consul-
tancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively on
social networks.

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15 Henri Coanda St, 1st Floor

010667, Bucharest–1
Phone: (+4)-031-620-84-84 www.brandtailors.com
Fax: (+4)-031-620-84-87 2/2