CLIENT: CAFÉ DO CENTRO
PACKING
Challenge:
In the market for over 100 years, Café do Centro approached us with the challenge of redesigning its iconic brand and renewing the entire line of coffee packaging in Brazilian regions, used for over five years.
The communication of the brand's coffee packages was identical for all the regions that each one intended to represent and, therefore, the consumer was confused when buying and viewing them at points of sale.
Analyzing all the company's needs, our challenges were: developing the brand's redesign, modernizing it, but at the same time maintaining its characteristics and essence; create packages that stand out on the shelf and that differ from one another according to each region.
Strategy & Creation:
The typography was redesigned, changing the dynamics of the weights in the letters, a striking detail in its shape. To improve reading and modernize the logo, it was removed from the frame, releasing the lettering.
For packaging, the starting point was to bring history through its look, as coffee represents the history of Brazil. We believe that the packaging should not only carry the product, it also needs to be a means of spreading the culture. For many years, the large producing farms supported the country's economy, so we revived the textures found on coffee farms in the interior of Brazil. Thus, the packages have specific prints for each of the six producing regions: Espírito Santo, Bahia, Paraná, Sul de Minas, Cerrado Mineiro and Mogiana.
Result:
The new packaging for Café do Centro resulted in an increase in value for the product. As a result of the redesign work, the product and the brand were highly recognized by consumers and increased demand for supermarkets, which enabled an increase in sales and also exports.
In addition, the packaging line won the IDEA Brasil awards and the ABRE Brazilian Packaging Award in the "International Competitiveness" category.
