Redesign of the paçoca amor brand lettering, supervised by Professor Marcos Mello, and at the same time, the packaging redesign for Paçoca Amor was also carried out for the project IV discipline, supervised by Professor Cláudia Weber in the 4th semester of the ESPM design course.
It's interesting to think about how we are in contact all the time with plastic boxes and other things that contain everything including peanut candy.
Like every design project, we start with a survey that can be done in trio groups, in this survey we survey the history of the product or brand and what it awakens in its consumer public.
the case
In 2017, Arcor announced the product with new packaging and a new, creamier formula.
This did not please the old fans of paçoca, who flooded the company's SAC complaining that the product was like any other on the market, and no longer with the characteristics that made Paçoca Amor such a memorable sweet.
Brand Values:
tradition, affection, retro mood, quality.
Identity:
Heart, typography of the word "love", yellow and red colors.
Related areas at the time of the popularity of paçoca amor (1960-80)
As the consumer public has a nostalgic passion for the product, I adopted a more conservative re-design with the brand, maintaining the main characteristics of the packaging.
The Amor logo had its edges rounded, harmonizing with the curves of the heart and the signature sings that was also redesigned so that both fit together more fluidly.
The Paçoca signature, mandatory by law, as a description of the product, was inspired by the lettering of the painter, graphic artist and photographer Ben Shahn (1898 - 1969).
The New Yorker's lettering has slightly disproportionate weights with each other and straight lines that refer to the parallelepiped shape of the product.
In the other product information, minion pro was used due to the use of space along with its readability and legibility
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