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Murray Brand’s evaluation of Brazil Gourmet’s history compelled the firm to bring Brazil Gourmet back to the original vision of providing authentic tastes of South American tropical fruits to the U.S. juice market. To that end, the firm noted, Brazil Gourmet has always borrowed from the culture of Brazil—colorful, festive, and authentic—while the core essence of the brand overall is best represented by the concepts of fun, delicious, and healthy.
Through analysis of competitive brands and packaging, Murray Brand noticed that other premium juice and nectar products targeting mainstream American consumers have lost their unique personalities and focus largely on strong communication of ingredients and “natural” visual cues.
Murray Brand saw a distinct opportunity for Brazil Gourmet to communicate a unique brand positioning by leveraging its Brazilian heritage and its specialization in tropical fruit juices. The firm felt the package design should immediately and intuitively communicate fresh, natural, and tropical associations through rich visual cues that told an engaging story in the consumer’s mind before she even read the first word on the package.
The package tells this story with bright, tropical colors; tropical flora; and the brand’s toucan icon. The white space on the package maximizes the visual pop of the colors to improve shelf presence and also tells an unconscious story of purity that supports its “100% Natural” claim.
Brad Berberich, design director, explains that the graphic motif promotes a sense of discovery for Brazil Gourmet, as if the viewer is exploring the jungle and pushing back thick vegetation as he or she happens upon the real fruit at its source. “But it’s doing it in more of an approachable way,” he says. “It’s not locked in the Amazon.” The firm believes the design charts a new direction for health and wellness products that promotes natural enjoyment and downplays any taste sacrifice.
The casual logo typography looks like a handmade store sign over a consistent, centered information hierarchy that’s distinctive and memorable. Three color triggers indicate the variety, though the firm believes that the architecture is so strong that the color cues are not absolutely necessary. Murray Brand did add the “Taste the Tropics” tagline at the top and included the word “Tropical” in the “100% Natural” benefit statement at the bottom, once again emphasizing the products’ origins.
The firm thought the toucan in the brand’s current logo lockup tends to get lost on small label sizes, and therefore loses a desirable iconic visual weight. Murray Brand’s solution was to incorporate the toucan icon into the architecture of the package design itself, and integrate the toucan into the story of the brand and product. In the new design architecture, the toucan has prominence even on smaller label sizes, helps visually tie the brand system together to assist with brand blocking. Whimsy casts a wider net demographically, according to Murray, because it can also bring in upscale adult consumers.
Scott Knudsen, director, brand strategy and project management, says the visual brand story also promotes consumer engagement at retail, where there will be brand recognition from the 15- to 20-foot range. As the consumer gets closer, the brand’s core essence of delicious and healthy comes through in the beautiful photography of whole tropical fruits framed by the jungle illustration. “You get that message even before you read anything,” emphasizes Knudsen.
KEY DESIGN ELEMENTS:
Murray Brand Communications created the handcrafted “store sign” logo to suggest the adventure of a safari outpost.
The toucan is separated from the logo to become a bigger part of the whole brand story.
The fruit is the most central element of the package, communicating that the product is 100% fruit.
Foliage up and down both sides of the package give the viewer the impression that he or she is pushing through jungle vegetation.
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