B, The Honey-Cachaca Stinger Design & Branding SPECIAL EDITION B-HIVE CHILLBOX 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: Promotional Item Design
Product/Service: ALCOHOLIC DRINK
Chief Creative Officer: PJ Pereira (Pereira O'Dell)
Brand Design Director: Raimundo Favacho (Pereira O'Dell)
Brand Design Director: Patricia Ebner (Pereira O'Dell)
Print Producer: Drew Saucedo (Pereira O'Dell)
Media placement: Special Edition Cooler - bars, clubs, supermarket - 1 June 2011
Media placement: Bottle - bars, clubs, supermarket - 1 June 2011

Describe the brief from the client
From local to international, from leisure to luxury. Create a container for ‘B’ Honey Cachaça to match the visual appeal of the bottle. 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 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.
The identity would appeal to international consumers with bold attitude, who are interested in a sweet, premium, low-alcohol beverage.

Describe how you arrived at the final design
Elegantly dressed in yellow and black stripes, the hexagon-shaped box doubles as a reusable isothermal cooler, keeping the remarkable bottle of B Honey Cachaça at the perfect drinking temperature for up to 3 hours. The box has a sleek matte finish and embossed with the B logo.

Give some indication of how successful the outcome was in the market
The Special Edition B-Hive Chillbox was designed to stand out in its main environment: chilling the cachaça at VIP tables, or as an eye-catching gift for the high-end party crasher. The striking simplicity of the packaging 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.