BRIGADERIA 2012 EASTER EDITION by Casa Rex for Brigaderia

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BRIGADERIA 2012 EASTER EDITION

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Industry Candies
Media Design & Branding
Market Brazil
Agency Casa Rex
Designer Danilo Helvadjian, Samia Jacintho, Ana Lobo
Released January 2013

Credits & Description

Advertiser: BRIGADERIA
Agency: CASA REX
Category: Premium Brand
Assistant Designer: Caroline Vapsys (Casa Rex)
Creative Director / Designer: Gustavo Piqueira (Casa Rex)
Designer: Samia Jacintho (Casa Rex)
Designer: Ana Lobo (Casa Rex)
Designer: Danilo Helvadjian (Casa Rex)
Assistant Designer: Marianne Meni (Casa Rex)

Implementation
The packaging recreates vintage advertising prints from the 50’s and 60’s, replacing the previous products they promoted (such as margarine, soap or even televisions) for the Brigadeiros. By combining those elements, Brigaderia's visual identity becomes a picturesque representation of old advertising sets within a new playful —and certainly unique — context which takes the brand back to more nostalgic times.

Client Brief Or Objective
Brigaderia, a confectionary store specializing in Brigadeiro sweets, needed a unique proposal for its Special Easter Edition packaging.

Outcome
During Easter season, Brigaderia’s sales increased 70%, compared to previous months, selling 15,000 boxes of 12 Brigadeiros and chocolate eggs and 12,000 boxes of 6 Brigadeiros; a total of 60% of the whole product mix. Wholesales increased from R$550,000/£175,000 per month to R$950,000/£300,000. Consequently, manufacturing costs have decreased by 18%, as the company’s productivity has increased by 10%. There has also been a huge increase in requests for special orders by clients: 60,000 people visited the stores in just one month (!), a huge increase of 50% compared to the same period of the previous year.

Brief Explanation
At such commemorative seasons brands use similar visual codes, so our challenge was to move away from clichés.