Vale dos Barbados - Redesign & Brand Visual Identity

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The brand context

Café Vale dos Barbados has had a tradition of producing commodity coffee for some generations, and its managers have identified the need and opportunity to make the business more profitable with the production of quality coffee. A new management and production phase was born, in which even other families are employed.

Harmony with the Atlantic Forest; the care for the forest and for the Barbado species; traceability and zeal in production processes, using fewer pesticides and the place where it is grown makes the Vale dos Barbados a coffee with a soul.

The goal of the project

After validating the acceptance of its product in the market, the need arose for the brand to redesign its packaging to accommodate more than one type of coffee and at the same time reduce printing costs.

However, during our immersion in the business, we visualized that we needed to go further.

We identified opportunities to improve the logo and the need to redesign the pattern to reduce the number of colors and standardize the thickness of the illustration's lines, in addition to technical adjustments to allow its reproduction in silk-screen.

The main challenge was to leverage what was good and adjust what had to be tweaked in the previous design to meet the technical printing requirements and maintain the brand personality traits that were identified.

Strategy

Interviews, questionnaires, and dynamics were applied to identify the brand's personality, define its target audience and its promise.

The result is a visual identity and packaging that convey aspects that will contribute to Café Vale dos Barbados being perceived as a creative, fun, adventurous, and respectful brand.

Customer words

I liked the development with Paulo for his organization, development method, and ease of communication. Everything is based on information and techniques to achieve the goals, avoiding as much as possible walking in the field of acquisition or personal preference.