When it comes to annual company budgets, branding often finds itself in the “marketing expenses” category—somewhere between advertising campaigns and promotional materials. But that’s a fundamental mistake. Branding isn’t an expense that you make and disappears. It’s an investment that delivers long-term results, builds value, and differentiates you in a crowded market.
At BroHouse, we’ve seen over the years how companies that understand this difference transform their products and services into successful brands. And one of the best examples illustrating the power of branding as an investment is our collaboration with Sanovita for the Vegie Life vegetable pâtés.
From seasonal product to international award-winning brand
In 2019, Sanovita—a company with 24 years of experience in natural products—faced an interesting challenge: a portfolio of vegetable pâtés (Red Lentil and Fava Bean) that couldn’t find its place on the shelf. They were good products with natural ingredients and quality recipes, but without cohesive packaging design to make them visible and attractive to consumers.
The challenge wasn’t to create “a pretty design.” It was to find a flexible packaging design solution for the two product lines—each with four variants—that would work as a unified system and clearly communicate product benefits.
What a branding investment looks like: process and solution
Strategy before design
Before putting pencil to paper (or mouse to Wacom), we did something many companies skip: we understood the market, the consumer, and the brand positioning. Sanovita promised “old-fashioned tastes” brought back in a clean, natural, and healthy product—a promise they’d been keeping since 1995.
We quickly identified that the main success factor was to unite all pâté sub-categories under a generous graphic concept that would executionally support the entire portfolio. Not just different colors for each line, but a cohesive visual language that works as a system.
Packaging design as a symbol
Research shows that a product on a supermarket shelf has less than 3 seconds to capture a consumer’s attention. Three seconds. In this context, packaging becomes your shelf advertising—it needs to tell a story that sells.
For Vegie Life, we created packaging design that became a symbol in itself. The illustrations with wicker basket and peasant cart are taken from a distant time, generating emotional and rational impact that references the naturalness and authenticity of the products.
The colors—brown for Red Lentil (the color of earth) and blue for Fava Bean—weren’t chosen randomly. They communicate the distinction between the two lines, making purchasing easier and more memorable for consumers.
Flexible master packaging
We developed what’s called in the industry “master packaging”—a design system consistent enough to create immediate recognition, but flexible enough to allow individualization of each product. Each pâté now has a design that highlights its unique characteristics, but all belong to the same brand family.
This strategic approach isn’t just about aesthetics. It’s about building a valuable asset for the company—a visual system that can evolve, expand, and support long-term brand growth.
Premium packaging design created by BroHouse for Vegie Life SanoVita
Investment results: from shelf to Pentawards
In 2020, one year after launch, the Vegie Life packaging design won the bronze trophy at Pentawards—the world’s most prestigious competition dedicated to packaging design. The jury selected our project from over 2,000 entries from 60 countries.
But the trophy is just the tip of the iceberg. The real results, those that matter for business, came on multiple levels:
- Increased shelf visibility – Vegie Life products became much easier to identify and memorable in the bio and plant-based products category.
- Increased trial rate – the clear and attractive design convinced new consumers to try the product, extending the customer base beyond the traditional natural products segment.
- Flexibility for expansion – the master packaging allows Sanovita to extend the product range without starting from scratch. New variants can be easily integrated into the existing system.
- Building long-term trust – professional and cohesive design communicates seriousness and quality, reinforcing the Sanovita brand promise.
Why branding is investment, not expense
The difference between expense and investment is simple: expenses are consumed, investments generate long-term value.
Branding builds assets
A well-thought-out logo design, a coherent visual identity, and a powerful brand narrative aren’t one-time costs. They become assets that the company uses for years. The initial investment in brand consultancy and professional design pays off on every marketing material, every new product launched, and every customer interaction.
According to a 2023 Nielsen study, brands with consistent visual identities grow revenue by up to 23% more than those that don’t pay attention to visual coherence. And according to Harvard Business Review research, customers are willing to pay 20-25% more for products from brands they perceive as premium or well-positioned.
Long-term savings
Let’s take the Vegie Life example. If Sanovita had gone with the “cheap design done quickly” approach, they probably would have spent less initially. But they would have had to redo the entire design when products weren’t selling, invest more in advertising to compensate for lack of shelf impact, and most likely lose sales opportunities.
Instead, by investing in professional branding from the start, they obtained: – A scalable design system that supports product expansion – Immediate shelf recognition, reducing the need for large awareness budgets – Increased credibility that justifies higher prices – An international award that adds brand prestige and generates organic PR
Differentiation in a competitive market
The Romanian bio and plant-based products market is constantly growing. According to Euromonitor International data from 2024, the plant-based products segment grew by 47% in Romania in the last three years. This means more competition, more brands fighting for the same consumers’ attention.
In such a context, branding becomes decisive. It’s no longer enough to have a good product—you need to communicate that effectively and differentiate yourself visually and strategically. The modern consumer makes quick choices, based on emotion and perception as much as on rational characteristics.
When is the right time to invest in branding?
Many entrepreneurs postpone branding investment for “when the time is right” or “when we have more money.” In reality, the perfect time doesn’t exist, but there are several moments when branding becomes essential:
- At launch – this is where you lay the foundation. Good naming, professional logo design, and clear positioning help you start on the right foot.
- During expansion – when you want to add new products or enter new markets, you need a flexible branding system that supports growth.
- During rebranding – when the business has evolved and the current identity no longer reflects who you really are, or when competition has surpassed you visually.
- Before problems – the best time to invest in branding is before you have sales or market perception problems. Prevention always costs less than remediation.
What does a real branding investment mean?
Not every design or marketing activity means branding investment. Solid branding includes:
Brand consultancy and strategy
Before any visual elements, you need strategic clarity: who you are, who you’re for, what differentiates you, and where you want to go. This includes brand positioning, identifying brand values, and defining brand personality.
Complete visual identity
Logo design is important, but it’s just the beginning. Visual identity includes color palette, typography, photographic style, iconography, and all elements that make you recognizable. Then, all these come together in a brand manual that ensures consistency across all channels.
Brand narrative
People don’t buy products, they buy stories and meanings. A powerful brand narrative helps you connect emotionally with your audience and communicate why you exist, not just what you sell.
Consistent application
The best branding strategy is useless if it’s not applied consistently. From packaging to website, from social media to presentation materials—every touchpoint must reflect the same brand.
Branding investment vs. Other marketing expenses
Many clients ask us: “Isn’t it better to invest money in advertising than branding?” The short answer: you need both, but in a certain order.
Branding is the foundation. Advertising is the house you build on the foundation. If you try to advertise a weak or inconsistent brand, you’re throwing money away. Your messages won’t resonate, visuals won’t attract, and customers won’t trust.
According to a McKinsey analysis, strong brands generated nearly double (73% more) total return to shareholders compared to the MSCI World index over a 20-year period. Why? Because they already have recognition, trust, and a solid emotional base with consumers.
Think of advertising as an amplifier. If you have a weak or inconsistent message, the amplifier just makes the noise louder, it doesn’t make it clearer. But if you have solid branding, advertising becomes a powerful catalyst for growth.
How do you measure branding investment ROI?
This is where it gets tricky, because branding doesn’t work like a PPC campaign where you see real-time results. The impact is visible in the medium and long term, and is measured differently.
- Increased perceived value – you can charge higher prices for the same product when you have a strong brand. Apple doesn’t sell cheaper smartphones, but they sell them more expensive because they have a strong brand.
- Reduced customer acquisition costs – a recognized and respected brand attracts customers organically, reducing dependence on paid advertising.
- Increased loyalty – customers of a strong brand return. Studies show it’s 5-7 times more expensive to acquire a new customer than to keep an existing one.
- Premium in valuation – if you want to sell the company at some point, a strong brand adds substantial value. Investors pay for goodwill and brand equity.
In the Vegie Life case, results were seen in increased sales, expanded shelf presence, and last but not least, international validation through the Pentawards award—which also brings additional credibility and organic PR.
Lessons learned from the Vegie Life project
Four years after launch, here are some valuable lessons we learned from collaborating with Sanovita:
- Client courage matters enormously – Sanovita had the courage to invest in professional branding and trust the strategic and creative process. Without that trust, we wouldn’t have reached the winning solution.
- Simplicity beats complexity – we didn’t need extravagant and cluttered design for shelf visibility. Through simplicity, clarity, and professional execution, we achieved maximum impact.
- Flexible systems enable growth – well-thought-out master packaging doesn’t limit, it opens possibilities. Sanovita can expand the Vegie Life range without major redesign costs.
- Local branding can compete globally – the Pentawards award demonstrates that Romanian design can compete at the highest international level when done with strategy and professionalism.
Conclusion: how to start investing in your brand?
If you’ve recognized yourself in the challenges described above or feel that your branding doesn’t reflect the real value of your products or services, it’s probably time to treat branding as a strategic investment, not as an avoidable expense.
At BroHouse, our approach always starts with strategy. We don’t create designs just because they look beautiful—we create branding systems that support your long-term business objectives. Whether you need packaging design that differentiates you on the shelf, logo design for a new product, or complete rebranding, our process starts from understanding your business and competitive context.
Branding investment isn’t a luxury option for big brands. It’s a necessity for any business that wants to stay relevant and grow sustainably. Because, in the end, branding isn’t just about how you look—it’s about how you’re perceived, remembered, and preferred by your customers.
And that makes the difference between an ordinary product and a successful brand.
Discover how BroHouse can transform your brand.
From naming and logo design to internationally awarded packaging design, our branding and consultancy team helps you build brands that last and perform. Contact us for a discussion about your project.