{"id":3462,"date":"2025-11-10T09:37:52","date_gmt":"2025-11-10T12:37:52","guid":{"rendered":"https:\/\/meltdesign.com.br\/?post_type=portfolio&#038;p=3462"},"modified":"2025-12-19T13:37:00","modified_gmt":"2025-12-19T16:37:00","slug":"zaya","status":"publish","type":"portfolio","link":"https:\/\/meltdesign.com.br\/en\/portfolio\/zaya\/","title":{"rendered":"Zaya"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><div data-parent=\"true\" class=\"vc_row row-container\" style=\"z-index: 2;\" id=\"row-unique-0\"><div class=\"row no-top-padding no-bottom-padding no-h-padding full-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 no-internal-gutter\"><div class=\"uncol style-dark\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg has-no-control\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-3486\" src=\"https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-6-OK.jpg\" width=\"1400\" height=\"933\" alt=\"\" srcset=\"https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-6-OK.jpg 1400w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-6-OK-300x200.jpg 300w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-6-OK-1024x682.jpg 1024w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-6-OK-768x512.jpg 768w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-6-OK-18x12.jpg 18w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-6-OK-350x233.jpg 350w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-0\" data-row=\"script-row-unique-0\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-0\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row detalhes row-container\" id=\"row-unique-1\"><div class=\"row quad-top-padding quad-bottom-padding single-h-padding limit-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-6 half-internal-gutter\"><div class=\"uncol style-light animate_when_almost_visible left-t-right\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"vc_custom_heading_wrap\"><div class=\"heading-text el-text\" ><h2 class=\"font-100197 h1 font-weight-400 text-color-xsdn-color text-uppercase\" ><i><span><span class=\"font-100197\" style=\"color: #1d1d1b;\"><em>Zaya<\/em><\/span><\/span><\/i><\/h2><\/div><div class=\"clear\"><\/div><\/div><div class=\"uncode_text_column\" ><p><span style=\"color: #1d1d1b;\"><strong>Year:<\/strong> 2025<br \/>\n<strong>Category:<\/strong> Food<br \/>\n<\/span><\/p>\n<\/div><div class=\"empty-space empty-single\" ><span class=\"empty-space-inner\"><\/span><\/div>\n<div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg\"><div class=\"t-inside\"><div class=\"t-entry-visual\"><div class=\"t-entry-visual-tc\"><div class=\"uncode-single-media-wrapper\"><img decoding=\"async\" class=\"wp-image-3672\" src=\"https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN.png\" width=\"1654\" height=\"645\" alt=\"\" srcset=\"https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN.png 1654w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN-300x117.png 300w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN-1024x399.png 1024w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN-768x299.png 768w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN-1536x599.png 1536w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN-18x7.png 18w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_Premios_SelosInternos_Zaya_EN-350x136.png 350w\" sizes=\"(max-width: 1654px) 100vw, 1654px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><div class=\"wpb_column pos-top pos-center align_center align_left_tablet align_left_mobile column_parent col-lg-6 single-internal-gutter\"><div class=\"uncol style-light animate_when_almost_visible right-t-left\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode_text_column texto-projetos\" ><\/p>\n<p style=\"text-align: left;\"><strong>Context<\/strong><br \/>\nZaya began as a brand offering a single-ingredient flour: cassava. Over time, it expanded its portfolio, always focusing on products that are safe for people with severe allergies or gluten intolerance, strengthening its position in the \u201chealthy snacks\u201d category. As part of its strategy, the brand seeks to challenge the misconception that \u201chealthy food isn\u2019t tasty\u201d and to show that dietary restrictions are not a barrier to creativity. In 2024, after receiving investment from a group equally committed to healthy eating, Zaya felt the need to reposition its brand, identity, and packaging.<\/p>\n<p style=\"text-align: left;\"><strong>What we did in this project<\/strong><br \/>\nBrand Strategy, Visual Identity, Typography, and Packaging Design<\/p>\n<p style=\"text-align: left;\"><strong>Development<br \/>\n<\/strong><\/p>\n<p style=\"text-align: left;\">The first step was to strengthen the brand\u2019s presence within the group\u2019s portfolio. The cassava illustration, once part of the logo, was removed to make room for a more plural, less niche identity.<\/p>\n<p style=\"text-align: left;\">To evolve without losing its essence, the crown, previously placed inside the symbol, became the main element, now embracing the name. To improve legibility, the previously rounded \u201ca\u201d was redesigned, and the entire wordmark gained more weight and confidence.<\/p>\n<p style=\"text-align: left;\">This process gave rise to Zaya Sans, a proprietary and exclusive typeface developed entirely in lowercase. It appears both in the master brand and in the name of Zaya\u2019s signature product, Zaytas, a line of healthy, flavorful snacks. With its rounded terminals (a subtle nod to the previous logo), the font includes oldstyle numerals designed to flow naturally with ascenders and descenders, as well as alternate character pairs that add a touch of \u201cseasoning,\u201d expanding creative possibilities across all brand communications. The family also includes diacritics and symbols to support Portuguese, English, and Spanish, ensuring consistency across markets.<\/p>\n<p style=\"text-align: left;\">A series of badges highlights the key benefits of Zaya\u2019s products, from being gluten- and dairy-free to their great taste, versatility, and protein content. Playful illustrations bring the brand world to life, from flour to snacks. A hand illustration, full of personality, takes center stage: celebrating with friends around the table, breaking the crisps, or diving straight into the bag, all reinforcing Zaytas\u2019 main attribute, practicality.<\/p>\n<p style=\"text-align: left;\">When developing the packaging, we organized and prioritized information, created realistic 3D product renderings, and maintained the strong presence of the Zaytas name from the original layout. Each variant features a distinct main color to represent its flavor, complemented by secondary tones that tie the line together visually.<\/p>\n<p style=\"text-align: left;\">\u201cAt Zaya, everyone gathers around the same table, and no one is left out.\u201d The brand\u2019s essence lies in offering inclusive food: adults, seniors, young people, and children all share the moment, each choosing what they love most. Some might go for a snack, others for a slice of cake, and that\u2019s perfectly fine. What matters most is that Zaya is good for everyone.<\/p>\n<p>\n<\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-1\" data-row=\"script-row-unique-1\" type=\"text\/javascript\" class=\"vc_controls\">UNCODE.initRow(document.getElementById(\"row-unique-1\"));<\/script><\/div><\/div><\/div><div data-parent=\"true\" class=\"vc_row row-container\" style=\"z-index: 2;\" id=\"row-unique-2\"><div class=\"row no-top-padding no-bottom-padding no-h-padding full-width row-parent\"><div class=\"wpb_row row-inner\"><div class=\"wpb_column pos-top pos-center align_left column_parent col-lg-12 no-internal-gutter\"><div class=\"uncol style-light\"  ><div class=\"uncoltable\"><div class=\"uncell no-block-padding\" ><div class=\"uncont\" ><div class=\"uncode-single-media  text-left\"><div class=\"single-wrapper\" style=\"max-width: 100%;\"><div class=\"tmb tmb-light  tmb-media-first tmb-media-last tmb-content-overlay tmb-no-bg has-no-control\"><div class=\"t-inside\"><div 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srcset=\"https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-13-OK-1.jpg 1400w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-13-OK-1-300x200.jpg 300w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-13-OK-1-1024x682.jpg 1024w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-13-OK-1-768x512.jpg 768w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-13-OK-1-18x12.jpg 18w, https:\/\/meltdesign.com.br\/wp-content\/uploads\/2025\/11\/MELT_SiteProjetos_Zaya_Zaya-13-OK-1-350x233.jpg 350w\" sizes=\"(max-width: 1400px) 100vw, 1400px\" \/><\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div><script id=\"script-row-unique-2\" data-row=\"script-row-unique-2\" type=\"text\/javascript\" 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