Meaning literally Wow!, Brey! is Kaufland Bulgaria’s own food brand designed to impress your taste and your basket. We developed this new product line from scratch helping it become one of the retailer’s best sold sub brands ever.
We developed a whole brand system to ensure every element of every product or piece of communication is distinctly Brey! – speaking for quality, amplitude and the Bulgarian food heritage. This is not just about aesthetics; it’s about emotions and guiding people through a complex landscape of diverse products across many categories
Brey! is an old Bulgarian expression, when you’re truly in awe with something. And for the visual identity we made our own interpretation of the Bulgarian embroidery, giving it a second life as recognizable product symbols.
The biggest design challenge was that the identity had to fit over 100 different packages and stand out in shops and media. Every product got its own stylized pictogram, orienting people in the brand’s rich portfolio.
Launching its own line of traditional Bulgarian foods, Kaufland had to face the fact that Bulgarians are very conservative when it comes to their traditions, and any change is frowned upon. As a result, old symbols become more and more obsolete. Brey! showed that the outdated can become fresh and pop again.
