Açúcar Guarani, a Tereos retail brand, has redesigned its entire packaging line, diversifying the female figures printed on it. Bringing, according to the brand in a statement, “representation in an authentic and diverse way”.
The new visual identity was designed to be clear and objective, bringing consumers closer through a modern and vibrant design, with colors that evoke freshness and dynamism. The packaging reflects the diversity of Brazil through four different women, including the character Dai, a character already present on the brand’s packaging, which has been given new contours.
According to Gustavo Segantini, Commercial and Marketing Director at Tereos, the rebranding Guarani’s new logo reflects the brand’s commitment to following trends and meeting consumer needs. “This change goes beyond a new look; it is a reflection of Guarani’s evolution and our commitment to offering high-quality products that exceed expectations, linked to the image of women with different profiles that represent Brazilian diversity,” says Segantini.
“Sugar is an essential part of Brazilian cuisine and our packaging was designed to reflect this cultural identity in an authentic and diverse way. We are excited to bring to market a renewed brand that preserves its essence and adapts to the new demands of an increasingly diverse and demanding audience,” he adds.
The launch campaign for the new visual identity, developed by Agência F&MD in partnership with Produtora Plural Imagem e Som, will be broadcast starting August 20. The campaign will include insertions on radio, TV, social media and OOH (out of home) media in São Paulo and Rio de Janeiro, the main markets for the Guarani brand.
In the coming months, in support of the campaign, the brand will also have a web series and campaigns with influencers, reinforcing the connection with the public.
