Reviving Tradition: How BNA Transforms Dawtona into a Slavic Goddess of Polish Cuisine

Dawtona, a well-known Polish brand for canned tomatoes, pickles, and beans, has recently undergone a fresh rebranding. For 30 years, this family-run business offered popular products, yet its packaging failed to convey its rich agricultural heritage. The name “Dawtona,” created from the founders’ initials and the idea of producing “tons” of goods, had become lost amid a sea of generic imagery.

Martyna Biskupska, a brand consultant at BNA, highlights the challenge: transforming Dawtona from just another commodity brand to one with a strong identity rooted in family and farming. To achieve this, BNA turned to Slavic mythology, creating a goddess of harvest to symbolize the brand’s essence. This reimagined character now represents nourishment and care, resonating deeply with the brand’s agricultural roots.

The new persona adorns every product, showcasing traditional Polish features while surrounded by colorful vegetables. Biskupska emphasizes that this shift avoids the tired “farm-fresh” narrative, opting instead for a rich and engaging identity. Dawtona is now a storyteller, connecting consumers with both its heritage and values.

Visually, the brand transformation is striking. The outdated designs have been replaced with bold colors and modern typography that reflect the diversity of its products. For example, deep green now signifies pickles, while rich red represents canned tomatoes. This vibrant color scheme not only catches the eye but also gives each product a distinct personality.

Biskupska noted that deeper brand connections are especially important today. Consumers are increasingly attracted to brands with meaningful stories. Feedback has been overwhelmingly positive since the rebrand. Retailers and consumers alike appreciate the uniqueness that sets Dawtona apart in a cluttered market.

Recent studies show that consumers prefer brands with strong guided narratives. A survey by Nielsen indicates that 59% of shoppers are more likely to buy from brands that tell compelling stories and reflect their values. Dawtona’s new approach aligns perfectly with these findings, positioning it as a quality-driven brand rather than a simple budget option.

The timing of this rebranding is also strategic. As consumer trends shift towards healthier and more authentic food options, Dawtona is prepared to innovate. The brand is expanding its product lines to include juices and sauces, enhancing its connection with consumers.

Looking forward, BNA intends to explore this narrative even further, sharing the family’s history and engaging through various platforms beyond just packaging. Biskupska reflects, “Our goal was to humanize Dawtona. By linking the brand to its rich traditions, we’ve crafted a connection that feels powerful and distinctly Polish.”

This renewal of Dawtona not only provides a fresh take on its products but also enriches the brand’s story, promising to resonate deeply with a new generation of consumers.

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