Romania: Familia Safir launches new packaging for its product ranges and reinforces its promise of responsibly raised chicken
The initiative is part of a broader visual repositioning project built around transparency, shelf differentiation, and stronger consumer connection.
The new packaging remains faithful to the Familia Safir brand identity and the purple color palette that consumers have come to recognize, while bringing added transparency through trays that allow shoppers to clearly see the products and directly assess the freshness, texture, and appearance of the meat at the shelf.
“For us, the idea of responsibly raised chicken, just as we would choose for our own children, also means having enough confidence in the product to let it speak for itself. We know that purchasing decisions are most often made in front of the shelf, and consumers are increasingly attentive to freshness, quality, and traceability. With the new packaging, we wanted to provide easier access to all this information while also helping people connect more easily with the Familia Safir universe and gain a deeper understanding of the values behind our products,” said Ana-Maria Obreja, Marketing Manager, Holding Familia Safir.
Beyond the transparent trays, the updated labels retain the brand’s distinctive elements to support quick recognition in retail stores. Each range has its own visual universe and storytelling, inspired by consumption occasions and the functional benefits most appreciated by consumers.
In the case of Zdravăn Moldovenesc, the only slow-grown chicken in Romania certified BLK One Star, the new packaging brings to the forefront the idea of continuity and the passing down of values through the silhouettes of a grandfather and grandson, as well as elements that evoke the natural growth rhythm and simple, wholesome feeding. The gesture of hand-feeding and the symbolism of corn reflect the care dedicated to the birds’ slow and natural growth, while the chromatic contrast between purple and yellow positions the product in the premium segment, visually reinterpreting the idea of authentic rural tradition.
For Deliciosul de Vaslui, the visual universe is built around the concepts of safety and care for the family. Green landscapes, the presence of a mother and child, and the absence of machinery in the illustration convey closeness to nature and the idea of poultry raised in a calm environment, free from the aggressiveness associated with industrial farming. The visual storytelling thus reinforces the promise of a safe and responsibly produced product intended for everyday consumption.
In the case of the Răsfăț Românesc range, the packaging emphasizes the experience of sharing meals together and the idea of accessible indulgence for modern lifestyles. The silhouettes featuring aromatic herbs suggest the use of 100% natural seasonings and the clean-label positioning of the range, while the graphic elements inspired by family meals and outdoor cooking convey comfort, conviviality, and authentic Romanian taste.
The new packaging system also integrates additional validation and transparency elements, such as guarantee seals and information regarding the use of green energy and renewable resources in production. In addition, all packaging includes a QR code that offers consumers direct access to Familia Safir farms, creating a closer connection to the origin of the products and strengthening the trust-based relationship between the brand and consumers.
The new Familia Safir packaging is the result of a design competition that attracted 136 submissions
The new Familia Safir packaging is the result of a design competition that brought together 136 visual proposals from freelancers and senior agency specialists, all developed around the brand’s core values. The submissions were evaluated by a jury made up of members of the Familia Safir team and representatives of the integrated communication agency pastel, while the winning design was subsequently refined together with the pastel creative team.
Recognition for Familia Safir at the BEST STEAK Romania 2026 competition, organized by BEST STEAK România 2026 and GRILLFEST BBQ
The launch of the new packaging comes at a moment of recognition for Familia Safir, which has recently also received independent validation of its product quality at the BEST STEAK România 2026 competition, organized by GRILLFEST BBQ, one of the most important selections dedicated to premium meat products in Romania, built around international evaluation standards.
During the competition, the slow-grown chicken range Zdravăn Moldovenesc received an award in its category within a fully anonymous blind tasting judging system. The breast and bone-in thigh products were evaluated both raw and cooked, exclusively based on quality, without the experts knowing the brand, producer, or country of origin, thus ensuring the objectivity of the results. The products obtained scores of 74.37 and 76.87 respectively, out of a maximum of 100.
The competition brought together approximately 560 meat products and more than 50 experts from the meat industry, gastronomy, retail, and HoReCa sectors, from Romania and abroad. According to the organizers, BEST STEAK Romania uses a rigorous judging system based on international criteria, assessing both the appearance of the raw meat and the texture, aroma, tenderness, and juiciness of the cooked product.
For Familia Safir, the result achieved by Zdravăn Moldovenesc represents an independent validation of the company’s chosen direction in developing premium products and the quality standards built from farm to shelf.
The new Familia Safir packaging will be available in retail starting May 11
The new Familia Safir packaging will enter distribution starting May 11 and will be available nationwide, both in major retail chains, as well as in specialized stores and independent traditional trade.
“The launch of the new packaging comes at a special time for us, very close to International Family Day, celebrated on May 15. Family is, in fact, the core of our entire business, both through the company’s history and the way we choose to build our products and our relationship with consumers. We are a family brand, for families, and we believe that this closeness and genuine care for what ends up on people’s tables is what makes the difference,” said Ana-Maria Obreja, Marketing Manager, Holding Familia Safir.
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