Baristo is a coffee company from the south of Brazil, mainly present in POS of universities. Besides appreciating the quality of products and consumer satisfaction, the brand has always sought to provide moments of relaxation during the consumption of their drinks, communicating irreverently.
After analyzing the brand and its communication materials, it was noticed that the cup used to serve the coffee was a key point of contact with the consumer. In order to expand markets and mature the company's communication, Grupo Criativo recognized the iconic status of the cup and transformed it into a character, making the communication closer and more spontaneous. By giving life to the cup, it was reinforce the concept of interaction, in addition to representing the products and values of the company.
To further intensify the relationship with the young target audience on social networks, the already existing hashtag #baristomoment was transformed into "discover your #baristomoment" and six new cups were created, each representing moods already consolidated in the virtual language of the emojis. In addition to this strategy, the mascot interacts with the surrounding environment in the packages and other developed POS materials.
The refills are packaged to facilitate the maintenance of the machines and so are separated by color and type of beverages.
We developed packs for some of soluble beverages in special metallized cans for small portions in domestic consumption.
Winner
Category Excellent Communication Design Brand Identity
German Design Award (2019)
German Design Award (2019)
Bronze Winner
Category Packaging - Food Service, Delivery and Take away
17th ABRE Award (2017)
17th ABRE Award (2017)
Brazilian Packaging Association