Context
Tapioca is 100% a Brazilian product and we’ve noticed that the other brands don’t emphasize this enough on their packages. Our main goal was to increase focus on the product’s region of origin and to bring along our Brazilian pride, metaphorically taking the customers on a visual trip through Brazil’s Northeast region.

What we did in this project
Packaging design.

Development
Tapioca is an extremely versatile product, part of the daily life of Brazilians and native from the Northeast Region of our country. Aiming to highlight this region’s culture, we've created a packaging that contains Northeast-inspired illustrations, using woodcut as our main inspiration. This colorful, joyful packaging design can adorn every kitchen.

The inspiration for the packaging came from the lovely visual elements that are present in “cordel literature” (popular printed booklets produced mainly in the Northeast of Brazil and sold in street markets). The illustrations, as well as the lettering, were created based on woodcut technique characteristics. Traditional elements of the Northeastern culture were also portrayed, such as the accordion, the mandacaru, the cassava and the half-moon hat.

As a result, a vibrant label full of positive energy was created. It’s amazing to think that a little bit of our studio and of our creativity are now inside so many homes, thanks to this project, which is an accurate depiction of our country. Besides, being able to see such a colorful package on a daily basis is certainly a great way to inspire and to bring positive energy to the consumers!

As a result, a vibrant label full of positive energy was created. It’s amazing to think that a little bit of our studio and of our creativity are now inside so many homes, thanks to this project, which is an accurate depiction of our country. Besides, being able to see such a colorful package on a daily basis is certainly a great way to inspire and to bring positive energy to the consumers!