Familia Safir, one of Romania’s most respected poultry producers, has announced the launch of a national packaging design competition, inviting designers, creatives and visual communication professionals from across the country to help shape the brand’s next chapter.

The initiative comes at a pivotal moment for the company, as it transitions to transparent packaging formats in line with international trends that prioritise naturalness, freshness and visual honesty. With packaging becoming increasingly open, the label is now the primary carrier of shelf identity, placing design at the heart of brand differentiation and consumer recognition.

Founded in 1945, Familia Safir is a 100% Romanian, family-owned business now in its fourth generation. The company operates a fully integrated poultry production system, encompassing chick rearing, feed production, processing, packaging and nationwide distribution. This vertically integrated model supports the brand’s long-standing promise of “honest chicken” — a concept rooted in transparency, animal welfare, responsibility and ethical production.

Reflecting this commitment to openness, Familia Safir was the first meat producer in Romania to livestream directly from its farms, offering consumers real-time visibility into how animals are raised and cared for. The company is also the only Romanian poultry producer certified Beter Leven 1* for slow-growing chickens, a European standard recognising higher animal welfare conditions.

Through the Packaging Design Competition, Familia Safir is seeking a coherent and unified labelling system for its three product ranges: Deliciosul de Vaslui, its standard-growth chicken line; Zdravăn Moldovenesc, a premium slow-growing chicken range; and Răsfăț Românesc, which includes clean processed and semi-processed poultry products.

Design proposals should clearly communicate the brand’s core values while ensuring strong shelf presence and easy differentiation between the three sub-brands. Designers are encouraged to incorporate Familia Safir’s signature purple colour through accents, icons or graphic elements, and to balance the heritage of a family-owned company with a contemporary, modern visual language suited to today’s retail environment.

All submissions must include a shelf presentation mock-up, demonstrating how the proposed designs perform in a real commercial context. This requirement underlines the brand’s focus on practicality, scalability and market relevance, alongside creativity.

The competition offers a total prize pool of €7,000, including a Grand Prize of €5,000 and two honourable mention prizes of €1,000 each. The submission period runs from December 23, 2025 to January 25, 2026, with judging scheduled for late January and winners announced on February 5, 2026.

Entries will be evaluated by a two-stage jury combining internal brand leadership from Familia Safir and external creative expertise from the pastel agency. This structure ensures that winning designs align closely with the company’s long-term strategy while meeting high contemporary design standards.

By launching this competition, Familia Safir reinforces its commitment to innovation, transparency and sustainability in food packaging, while opening the door for Romania’s creative community to contribute directly to the evolution of a nationally recognised brand.