ROMantic Spec Campaign for ROM Chocolate

ROMantic: A Spec Campaign for a Romanian Classic

This is an independent spec campaign for ROM, the iconic Romanian chocolate bar wrapped in red, yellow and blue. Not commissioned, not paid, not affiliated with ROM. As a creative director born and raised in Romania, I wanted to show how a brand with this much nostalgia and national pride could speak to a new generation.

The concept is called ROMantic. A hand bursts through a deep red heart cut into a warm cream wall, holding a ROM bar like a love letter, with mustard yellow nails matching the wrapper. Simple, bold and full of feeling: ROM isn’t just a snack, it’s a love story Romanians have had since childhood.

The Approach

Brand Strategy

ROM already owns something most brands would kill for: an emotional connection and colours everyone recognises. The strategy was to keep that heritage and give it a modern, design led voice. The palette stays true to the tricolour wrapper, set against soft cream and deep cherry red, so the campaign feels fresh, confident and unmistakably ROM.

Content Strategy

ROMantic gives the brand a campaign platform it can use all year: Valentine’s Day, Mărțișor, national celebrations, gifting moments and diaspora nostalgia. The heart cutout format works as a social post, out of home poster, in store display and packaging limited edition. The name itself is a ready made hook for copy, hashtags and user generated content.

AI Production

The visual was created with AI generated production and art directed for clean, editorial impact: crisp paper cut edges, natural hand detail, glossy nail finish, accurate wrapper colours and soft realistic shadows. No studio, no set build, no product shipping. Just strong direction and fast iteration until the frame felt ready to print.

What You Get When You Work With Me

A campaign platform with a name and idea you can use for years

Strategy that respects your heritage while reaching younger audiences

Bold, minimal visuals built from your existing brand codes

Seasonal and gifting concepts that turn moments into sales

AI generated assets ready for social, out of home, retail and packaging

Why It Works

Heritage brands don’t need to reinvent themselves, they need to remind people why they fell in love in the first place. ROMantic does exactly that with one image and one word. The heart says emotion, the colours say ROM, and the name makes people smile. Nostalgia plus clean modern design is one of the most powerful combinations in branding, and ROM is perfectly placed to own it.

If your heritage brand is ready for its next chapter, let’s write it together.

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Isabella DigitalHub Creative Director. Brand identity, visual direction and AI generated production by Isabella Digital Hub. All rights reserved.