Location
Brazil
Role
Branding & Packaging
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Afável Mel is a 100% natural honey produced in Vale do Taquari, RS, Brazil, that combines care for the bees, respect for nature, and the pursuit of authentic flavors. It is a handcrafted, elegant, and flavorful product, created with care and refined technique.
The Challenge
The proposal of a local honey, of high quality and careful with the entire production chain, challenged us to connect the local to the sophisticated, the millenary tradition to the present. Materializing in packaging that combines the rustic characteristics of its origin/terroir with contemporary and elegant elements.
The Solution
To encourage honey consumption and make afável stand out from competitors, we focus on sophisticated packaging that distinguishes the product at first glance. Understanding the terroir as the main differential, the label gives prominence to the region in which afável is produced with the geographical contour of the taquari valley. The territory is presented in hot stamping on the 500g package and the 250g promotional one as the label area itself.
The naming Afável was chosen to convey a series of positive attributes associated with the honey brand, such as kindness, care, quality, and sophistication, while simultaneously creating an emotional connection with consumers.
