New design was created to be adaptable to different media, meeting the needs of consumers and sales teams
Perdigão is celebrating its 90th anniversary and, to celebrate the moment, it presented its rebranding to the market, consisting of a new visual identity, logo and signature.
Now, the brand’s logo adopts a more modern design, with smoother lines and simplified shapes, but still maintaining the essence of the brand with the red already known to consumers.
“We chose to simplify our logo, moving from a 3D to a 2D design, in line with the trend towards clarity and functionality in the design market. This strategic change adapts the Perdigão brand to different points of contact, especially on packaging and in the digital environment, where interaction with consumers increasingly occurs on smaller screens,” explained Marina Secaf, executive marketing manager at Perdigão.
With the new signature, “Perdigão. The taste of eating together”, the brand aims to reaffirm its pillars of quality.
“Perdigão is experiencing its best moment, leading the market and being the brand most chosen by consumers. Renewing the brand in the year in which we celebrate 90 years is a way of reinventing ourselves and ensuring relevance for future generations. This change further reinforces Perdigão’s presence in the lives of Brazilians – whether at celebrations or in everyday life, bringing people together through the unmistakable flavor of our products,” said Luiz Franco, BRF’s Marketing and Innovation Director.
The typography, developed by Plau, was designed with the aim of adding value and personality to the brand’s visual identity and, according to Marina, reflecting Perdigão’s evolution over the years.
According to the company, the new design was created to be adaptable to different media, meeting the needs of consumers and sales teams. As a result, the packaging, which will hit shelves throughout the year, will now feature a QR code on the front, which directs consumers to digital experiences, such as access to recipes, information on product origin and traceability.
“Our redesign was carefully thought out to provide an even more engaging and relevant brand experience. The new packaging integrates the physical and digital, following the consumer journey and offering suitable solutions for different consumption occasions”, concluded Marina.
