Café Iguaçu
2006 REBRAND 100 Winners > meritIndustry: Beverages - Below: Before Image, Rebrand Images, Summary, Credits Summary: Challenge: - Café Iguaçu packages had a major brand problem: each kind of coffee (roasted, cappuccinos, solubles) was designed as an individual package solution, including logos, typefaces, colours and demo images, without consistency of visual identity. According to company’s strategy, to grow from local to national, a new and strong identity was necessary to increase brand awareness, since the products were now available in all supermarkets throughout Brazil. Everything needed to be redesigned. The main key was to achieve a strong identity that could embrace all kinds of coffee in a new and global brand. Strategy: - Tradition, appetite appeal, warmness and bold flavor were some emotional atributes that were be considered. Instant coffee consumers in Brazil (mainly adults to seniors) are very traditional, and still want to see a tasty cup of coffee applied on the packages. They also felt that Iguaçu packages were old fashioned. Result: - The new brand and redesigned packages, with a clear, uniform and new strong visual hierarchy were really well received by consumers. Good sales results (market share went up from 7% to 15%) is stimulating Café Iguaçu to develop new types of coffees to be released this year. Product exposure and awareness at the point of purchase has increased significantly. Client: Cia Iguaçu de Café Solúvel (Iguaçu Soluble Coffee Co.) - www.iguacu.com.br Creative Firm: Rex Design - www.rexnet.com.br Creative Director: Marco Aurélio Kato and Gustavo Piqueira Designer: Caroline Biscaino de Melo [back] |
