Client: Prodplast SA | Project: Brand Development
Commenced: February 2017 | Finalized: Octombrie 2018 | www.biodeck.ro
The Client
Prodplast is one of Romania’s largest plastics producers, with industrial roots dating back to 1957. After several unsuccessful privatisation cycles, new ownership and management initiated a strategic repositioning: moving away from short-term, single-use plastics and building a future-facing portfolio aligned with sustainability. In 2017, Prodplast took an early-mover decision to create a dedicated bioplastics division—anticipating that EU regulation would soon reshape the market, including the upcoming EU Single-Use Plastics (SUP) Directive, which would later become mandatory in Romania
The Assignment
Penrose CDB was contracted to create and launch a new consumer-facing brand for Prodplast’s biodegradable, plant-based product line. The brief covered:
- Brand strategy and positioning for a new category in Romania
- Naming, tagline, and brand identity system
- Packaging design and sales materials
- Communications and marketing strategy to introduce the division and build demand in a market with limited awareness and no strong regulatory pressure at the time
The goal was to position the new brand as a credible, innovative, and sustainable alternative—ready for both consumer adoption and imminent regulatory change.
The Challenge
Arrayo’s positioning spans multiple domains with very different expectations:
One brand, multiple divisions: the identity had to speak credibly to technology-driven FinTech clients while also resonating with the precision and trust requirements of life sciences.
Avoiding “generic consulting” visuals: the client wanted to move away from typical stock imagery and predictable industry tropes, without losing clarity or professionalism.
Expressing data complexity simply: the brand needed a visual language that could convey interconnected systems, transformation, and insight—without becoming overly technical or abstract.
Our Approach
1) Research-led brand definition
We ran interviews and focus groups with Arrayo’s staff and clients to understand how the organisation is perceived, where it differentiates, and how each division speaks to its audiences. These insights shaped the brand tone, message hierarchy, and content structure used across the website and collateral.
2) A bold, contemporary visual language—built around “data in motion”
We retained the core logo but rebuilt the broader identity around a confident, modern system:
A high-contrast typographic approach to project clarity and authority
A bold colour palette that feels innovative and energetic, suitable for digital-first communications
A distinctive “key visual” system designed to represent the interconnectedness and fluidity of data moving through platforms—supporting storytelling across campaigns, slides, and web pages
3) Sub-identities under one umbrella
To accommodate different audience expectations without fragmenting the brand, we created sub-identity cues within the same system—allowing each division to feel tailored while staying recognisably “Arrayo” across all channels.
4) Practical rollout across touchpoints
We translated the system into a usable toolkit: logo usage rules and safe-spacing, guidance for typography and colour, graphic style rules, people-centric photography direction, and real applications across stationery and social media—ensuring the identity works consistently in everyday production.
Outcome
The refreshed identity gave Arrayo a more distinctive presence in a competitive market, while clearly communicating their dual specialisms and strengthening brand consistency across teams. Feedback from staff and clients highlighted the new look as a dynamic, credible expression of Arrayo’s mission to empower data-intensive businesses.