Di20 Design and Architecture, graphic design, packaging design, branding, store design

Authentic Packaging Design with Regional IdentityStrategic redesign project for Celestino brand integral juice packaging, integrating Santa Catarina Mountains tradition with modern design through artisanal elements that convey superior quality and regional authenticity.

HISTÓRICO DO PROJETO

DEFINIÇÃO
Complete redesign of Celestino brand integral juice packaging, preserving traditional elements while modernizing visual communication.
DIVULGAÇÃO
Diversified channels: large and medium markets, regional artisanal fairs, and specialized retail points for natural products.
REQUISITOS
Integrate the new packaging concept with the product's origin: the Santa Catarina Mountains, creating emotional connection with regional provenance.
OBJETIVO
Convey superior quality of artisanal product, differentiating from competition through regional authenticity and traditional values.

CELESTINO BRAND RESTRUCTURING
A project differential was the complete brand restructuring:

The original carranca was preserved maintaining traditional identity
Fonts were changed for better readability and modernity
Golden color applied to the logo brings premium value to the brand
Black background makes the brand gain maximum prominence

FUNCTIONAL DESIGN INNOVATION
Optimized technical aspects:

Strategic Design Cut: Generates greater brand prominence and better visualization for the customer. The round cut prevents adhesive corners from peeling off, increasing durability.

Intelligent Chromatic System: For each flavor, a strong color was defined that allows easier recognition of the product flavor, facilitating consumer choice.

REGIONAL DESIGN STRATEGY

The project consists of redesigning integral juice packaging to add natural and healthy value for the target audience. Specific aspects were chosen to reinforce the homemade character:
  • Recycled paper texture that communicates sustainability
  • Restructuring of the original carranca from the logo for more modern design
  • Restructuring of the original carranca from the logo for more modern design

PREMIUM QUALITY ELEMENTS

Strategic use of visual elements conveys the product's superior quality:
  1. Recycled paper texture communicates sustainability
  2. Artisanal illustrations reinforce homemade character
  3. Chromatic contrast optimized for point-of-sale prominence
  4. Renewed typography for better legibility

DI20 METHODOLOGY APPLIED

  • Heritage Preservation - Maintenance of traditional carranca as identity element
  • Functional Modernization - Technical optimization of cut and application for durability
  • Regional Differentiation - Integration of Santa Catarina Mountains values in design

RESULTS AND IMPACT

Proven Performance:
  • Preservation of traditional regional identity
  • Visual modernization without loss of authenticity
  • Greater point-of-sale prominence through contrast
  • Optimized functionality with durable round cut
  • Clear communication of superior artisanal quality
VEJA MAIS NOTÍCIAS
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