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CIULLA ASSOC defined the primary target audience for Brazil Gourmet as the mainstream premium beverage consumer who is health-conscious and active. The firm’s approach centered on creating a highly intriguing brand while ensuring the package design was still approachable and inviting.
In probing the essence of the brand, CIULLA decided that authentic taste and quality were the points of differentiation that it wanted to focus on. Unlike many competitors, the firm noted, Brazil Gourmet does not use juice blends, providing a premium juice beverage that allows customers to experience a true “taste of the tropics.”
CIULLA conducted an audit of the competitive landscape. Because many new players have entered the market, consumers have become educated about the health benefits of what were formerly considered exotic and unusual ingredients (e.g., acai, aloe, cashew fruit, goji, etc.). Choosing products with these ingredients makes consumers feel good about their decision and lifestyle. CIULLA felt that the package graphics could reinforce that good feeling while reflecting vibrancy and liveliness.
Through the CIULLA Brand Manifesto process, the firm was able to identify visual territories where the brand could live and thrive, including color, typography, imagery, composition, and overall tonality. The firm meshed the brand’s values of healthy and authentic with Brazil’s strong sense of national pride, their indigenous cultures, their colorful crafts, and their passionate and vibrant outlook on life.
“The final, mostly yellow design picks up on the Brazilian heritage and the pride of Brazil,” says Sandy Summerbell, account executive. Besides the fact that yellow would be a disruptive and ownable color in the juice category, it also plays off the yellow in the Brazilian flag and connotes vibrancy and sunshine. The woven background pattern, inspired by the baskets and headdresses of the indigenous peoples of Brazil, reinforces the authentic aspect of the product. All these cues reinforce that the contents are real juice, sourced from Brazil, and project a simple, unadulterated brand mission.
Structurally, the goal was to liven things up and achieve an upbeat look by adding dimension and curves. The glass and plastic bottle structures were inspired by native percussion instruments (drums and rattles) used in Brazilian music. Full shrink labels create the maximum real estate for branding and maximize shelf impact next to competitors on shelf. The firm believes the structure and graphics build off each other, bridging a gap between handcrafted quality and contemporary execution.
The diamond shape that holds the new logo is reminiscent of the yellow diamond of the Brazilian flag, and the word mark exudes an exotic, playful brand personality. The blue “a” in “Brazil” is even a nod to the blue circle at the center of the Brazilian flag. Because the toucan is such an important component of Brazil Gourmet’s brand equity, CIULLA felt a significant makeover was in order to present a more premium image. The firm opted for a realistic, painted toucan that leans forward out of the diamond logo frame.
The new design hierarchy solidifies the brand and orders the information for the shopper new to the product line down the indicators of brand, product, and flavor. The overall layout also allows for strong sub-branding in the future, bolstered by the broad “Taste is our Passion” tagline.
CEO Sam Ciulla says the energy conveyed by the package is a cumulative effect of many small design details. “When we revitalize a brand,” he says, “we try to go beyond just the package and create a visual language for the potential of the brand.” When done artfully and subtly, consumers get the connections intuitively and appreciate the authentic, consistent brand message.
KEY DESIGN ELEMENTS:
Ciulla’s redesign refers to the Brazilian flag in several ways—the dominant yellow hue, the green diamond frame, and the blue central “a.”
The background pattern is a modern interpretation of common Brazilian basket and headdress patterns.
The profile shape of this package mimics traditional percussion instruments of the tropics.
Seemingly hand-drawn circles and hand written product descriptions create an accessible appeal.
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