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The LeeReedy/Xylem Digital design firm wanted to embrace the fact that the Brazil Gourmet brand is 100% Brazilian. The ingredients are grown, picked fresh, and packaged entirely in Brazil, and the flavors are exotic and authentic to Brazil. So the firm’s consensus was: “Let’s not shy away from it; let’s own Brazil, through and through.” No need to Americanize it.
The firm’s first reaction to the existing package designs was that the brand had become terribly disconnected. In unifying the brand under a single platform, LeeReedy/Xylem Digital created a look that’s mainstream yet stays true to the company’s authentic roots. Whereas the current package designs for Brazil Gourmet present the brand’s exotic flavors in a disjointed way, LeeReedy’s goal was to embrace the exotic in a consistent manner.
The design is aimed at attracting consumers willing to experiment with unfamiliar tastes. The word “Flipside” was chosen to suggest the far-off Southern hemisphere, similar to Australia’s nickname, “Down Under.” LeeReedy/Xylem Digital believes that turning the type upside down on the label quickly communicates that Brazil Gourmet is both playful and authentically from the “flipside” of the world. It’s also a quirky element that invites closer inspection on shelf.
One fun aspect of the upside-down logo is that as the consumer uses it, friends, family, and nearby observers will read “Flipside” right-side-up. “It works as a name, but it also becomes part of the tagline,” says principal Jamie Reedy. The complete tagline text is: “100% Juice from the Flipside; Made in Brazil.” The firm also added “Premium” under the brand name to remind consumers of the quality of the product inside.
Reedy admits that reaching a mass audience of mainstream America might be difficult with these unusual flavors. “It’s going to have to start with that person who likes to try new stuff, and then blossom from there,” Reedy says. The firm believes this design has both intriguing and approachable qualities that would prompt such experimentation.
When delving into Brazilian culture, the firm noticed that there’s a tradition of geometric-based art that they could translate for the U.S. audience. The graphics suggest leaves, flowers, and fruit for natural and organic cues without being too literal. Reedy explains that the watercolor textures and the rich, fruity colors are appropriate for beverage packaging, and the handcrafted presentation conveys quality.
“The colors aren’t so neon that they’re artificial,” says Reedy, “but they’re not so weak that it doesn’t mean ‘refreshing.’” All the type is slightly “distressed,” further emphasizing small-batch quality. Geometric tendencies came into play again when developing a modern toucan for the logo. The designers rearranged quadrants of a circle to create a toucan that seems to be actively twisting around to look at the viewer.
One of the goals of Brazil Gourmet that LeeReedy/Xylem Digital concentrated on was expanding the retail presence and gaining entry into a wide range of retail environments. The firm believes this design platform would create a blocking effect at shelf and also create recognition for repeat purchases. The eye-catching “Flipside” element, the playful graphics, and the white background would also help cross-sell in different parts of a store. “If you saw one and liked it, and saw another one, you’d want to try it,” says Reedy.
Could “Flipside” be a new sub-brand name for the products under the Brazil Gourmet company umbrella? LeeReedy/Xylem Digital checked with the U.S. Patent and Trademark Office, and it appears to be available. The firm is confident that promoting the flipside attitude in advertising, promotions, and collateral would strengthen the brand’s presence and the ability to grow distribution even further.
KEY DESIGN ELEMENTS:
LeeReedy translated geometric traditions of Brazilian art into watercolor interpretations of plants and fruit.
The upside-down “Flipside” branding element was chosen to convey quickly that the product is truly from South America.
Though geometrically formed, the toucan seems actively turning its head to look at the viewer.
The distressed logotype treatment and the word “Premium” support a brand proposition based on authentically sourced juice.
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