Tanti Maria. Authentic delicacies.
Year
2025
Sector
Food Retail
Discipline
Branding
The context
Tanti Maria set out to transform a traditional delicatessen in Bucharest’s iconic Obor Market into a memorable modern brand. Rooted in the emotion of nostalgia, the concept draws inspiration from the familiar “Aunt Maria” figure many of us associate with homemade recipes, family gatherings and authentic craftsmanship. From the name itself to the illustrated character, every element of the identity was built around this emotional connection while bringing the brand into a contemporary retail experience.
The solution
We translated that nostalgic story into a cohesive visual identity centered around Tanti Maria herself. A warm illustration, expressive typography and a flexible graphic system create a brand that feels both familiar and distinctive. Applied across the store, packaging, merchandise and communication, the identity turns tradition into a memorable and scalable brand experience.
The team
- Art Direction: Diana Apalaghiei, Bogdan Apalaghiei
- Brand Identity: Bogdan Apalaghiei, Diana Apalaghiei
- Illustration: Diana Apalaghiei
- Project Management: Alex Ungureanu
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