B HONEY CACHAÇA PACKAGE DESIGN by Pereira & O'Dell, Pereira & O'Dell San Francisco for B, The Honey-Cachaca Stinger

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B HONEY CACHAÇA PACKAGE DESIGN

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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: iii. Premium Brand
Advertiser: B HONEY CACHAÇA
Product/Service: ALCOHOLIC DRINK
Agency: PEREIRA & O'DELL
Brand Design Director: Raimundo Favacho (Pereira O'Dell)
Brand Design Director: Patricia Ebner (Pereira O'Dell)
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Print Producer: Drew Saucedo (Pereira O'Dell)
Media placement: Bottle - Bars, Clubs, Supermarket - 1 June 2011
Media placement: Special Edition B-Hive Chillbox - Bars, Clubs, Supermarket - 1 June 2011
Media placement: B Straw + Tag - Bars, Clubs - 1 June 2011
Media placement: Business cards - Representative Distribution - 1 June 2011

Describe the brief from the client
From local to international, from leisure to luxury: Create a new product, from name, identity and packaging design, to appeal to a sophisticated international consumer. ‘B’ honey cachaça 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 creative team was charged with not only developing this new product - from name, identity and packaging design - but also changing the demographic target for Brazil’s native rum. They needed to make a drink like cachaça, a once popular drink among lower working class, a sophisticated and glamorous one. Additionally, cachaça 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 is milder and sweeter than traditional cachaça.

Describe how you arrived at the final design
The identity features a slick, bold and clearly minimal design that allows the golden hue of the liquor to drive the design and appeal to international consumers with bold attitude, who are interested in a sweet, premium, low-alcohol beverage.
Packaging design is featured in 2 bold colours: yellow and black, yet bottle is printed in a single colour against the amber content. 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
The B bottle was designed to stand out on its main environment: from bar shelves to VIP tables to eye level in the supermarket. The striking simplicity of the packaging and identity has attracted consumers throughout Brazil. This success has lead 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.