The brand’s new moment was created by Alexandria and the design firm Pharus Bright Design
Bauducco is presenting its new brand moment to its consumers and the market, with updated positioning and visual identity. The project was created by Alexandria and the design firm Pharus Bright Design.
With the change, all of the brand’s visual assets were revisited, such as the logo, symbol, colors, typography, graphics, illustration, photography, and the brand’s portfolio was organized under the same conceptual axis.
“Our main challenge was to evolve the brand so that it remained a love brand, a cultural and affective element historically present in the daily lives of Brazilians, and which now takes on a new look capable of connecting Bauducco to new generations”, explained Cris Inoue, co-director of Pharus.
The visual architecture of the packaging was also revised with the aim of having a greater impact on the shelf, with improvements in visual consistency, navigation between products, flavors and enhancement of appetite appeal.
The logo gained prominence at all points of contact and its redesign was based on research into Italian typography and its characteristics. Now, the new logo features a design of wheat branches that emerge from the B and the thickness of the base of the letters.
The yellow color gained a warmer tone that resembles the dough when it comes out of the oven and the product images were created in a cross between 2D, 3D illustration and photography.
The lifestyle photography direction, which follows the concept of atelier cuisine, also sought to reflect a more diverse and inclusive conception of values related to family, Bauducco’s strategic pillar. Contemporary cuisine is portrayed in an open, bright way, inviting consumers to interact and create new recipes with delicious products.
