Client: M. Dias Branco
Project: Redesign (2017).
Concept: Adria is a Brazilian traditional pasta and biscuits brand founded in 1951 in Porto Alegre, by an Italian family of immigrants. Throughout its history, the company gained a national relevance on the Brazilian market and in 2003, was sold to M. Dias Branco Group.
The brand went thought different refreshes along its life time and since the last one in 2009, it clearly required a design update, specially to be appropriately aligned with their new positioning - "Life happens on the details".
Taking in consideration that Adria played an important part on various generations of their customers lives, it was crucial that the brand needed to evolve, without losing the link with their tradition and quality history. Therefore, keeping their original traces and colour palette, was one of the premisses during the rebranding project.
It was proposed a personalised typography, with more refined and delicate characters, supported by a more harmonic and elaborate graphic element, which could naturally integrate with their distinguished wheat (interpreted as a symbol of nutrition, care and affection). Going flat and avoiding the bevel and emboss effects previously used, allowed a more contemporary, sophisticated and feminine logotype, coherently aligned with their main target audience. Besides that, it can easily be applied on their packaging and different communication touch points, specially to stand out on the POP. Finally, the photographic style complements the new look and feel, by bringing up the human aspect to their visual universe and new positioning proposed, depicting the spontaneous little things, which we shouldn't miss on our hectic routines.
Project: Redesign (2017).
Concept: Adria is a Brazilian traditional pasta and biscuits brand founded in 1951 in Porto Alegre, by an Italian family of immigrants. Throughout its history, the company gained a national relevance on the Brazilian market and in 2003, was sold to M. Dias Branco Group.
The brand went thought different refreshes along its life time and since the last one in 2009, it clearly required a design update, specially to be appropriately aligned with their new positioning - "Life happens on the details".
Taking in consideration that Adria played an important part on various generations of their customers lives, it was crucial that the brand needed to evolve, without losing the link with their tradition and quality history. Therefore, keeping their original traces and colour palette, was one of the premisses during the rebranding project.
It was proposed a personalised typography, with more refined and delicate characters, supported by a more harmonic and elaborate graphic element, which could naturally integrate with their distinguished wheat (interpreted as a symbol of nutrition, care and affection). Going flat and avoiding the bevel and emboss effects previously used, allowed a more contemporary, sophisticated and feminine logotype, coherently aligned with their main target audience. Besides that, it can easily be applied on their packaging and different communication touch points, specially to stand out on the POP. Finally, the photographic style complements the new look and feel, by bringing up the human aspect to their visual universe and new positioning proposed, depicting the spontaneous little things, which we shouldn't miss on our hectic routines.
*Teamwork developed by Lambie-Nairn (Design) and Touch Branding (Strategy).
