B, The Honey-Cachaca Stinger Design & Branding B HONEY CACHAÇA LOGO by Pereira & O'Dell, Pereira & O'Dell San Francisco


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Industry Liquor
Media Design & Branding
Market United States
Agency Pereira & O'Dell
Chief Creative Officer Pj Pereira
Agency Pereira & O'Dell San Francisco
Released May 2012

Credits & Description

Category: Logo Design
Product/Service: ALCOHOLIC DRINK
Brand Design Director: Patricia Ebner (Pereira O'Dell)
Chief Creative Officer: Pj Pereira (Pereira O'Dell)
Brand Design Director: Raimundo Favacho (Pereira O'Dell)
Media placement: B Logo - B Honey Cachaca Bottles, businesscards, straw tags, cooler - 1 June 2011

Describe the brief from the client
A ‘B’ honey cachaça sting shot is a new Brazilian rum liqueur that blends the sugar-cane rum with honey and a touch of lime.

Describe the challenges and key objectives

The design team was charged with changing the demographic target for Brazil’s native rum. They needed to make a drink like cachaca, a once popular drink among lower working class, a sophisticated and glamorous one. Additionally, cachaca has always been perceived as an extremely strong drink, with high alcoholic content - and mostly a male audience. "B" is intended mostly for women. Its recipe milder and sweeter than traditional cachacas.

Describe how you arrived at the final design
Brand Identity is featured in 2 bold colours: yellow and black, yet bottle is printed in a single colour against the amber content. The 'B' bottle allows the golden hue of the liquor to drive the design. The simple black logo echoes both a bee and a drop of honey, and the initial 'B' has an exaggerated serif as a stinger.

Give some indication of how successful the outcome was in the market
B is designed to stand out on its main environment: bar walls, and eye level in the supermarket. The striking simplicity of the identity has attracted consumers throughout Brazil. This success has led the brand's owners, including Formula One race-car drive Nelson Piquet Jr, to a United States launch in Q4 of 2012, with a clear path to additional countries.