Since 1967, Amélia has been part of Brazil’s professional confectionery and bakery landscape. Over nearly six decades, it has built a trusted relationship with confectioners, bakers and foodservice professionals across the country, with a portfolio that includes margarines and Chanty Mix, the category’s top-of-mind UHT whipping cream.
The challenge was to update this legacy for a new generation of professionals. People who see confectionery as a form of expression, but also as a profession, a business and a path to achieving their own ambitions.
CBA B+G repositioned Amélia to expand its relevance beyond product quality and performance. The task was to preserve the authority built over time while creating a brand that felt closer to the realities, challenges and achievements of those who make a living from confectionery.
From recipe precision to the scale of a dream
The strategic shift came from a change in perspective: moving the product out of the spotlight and focusing on the people who transform it.
Behind every recipe there is technique, but also passion. There are professionals striving to perfect their creations, win new customers, grow their businesses and move forward in their careers.
This understanding led to “Empowering Dreams”, an idea that redefines Amélia’s role. Its expertise is now placed at the service of the achievements of those who build their own businesses, making the brand a partner that combines technical knowledge with encouragement.
This vision is expressed through “Dreams filled with precision”, an idea that captures a central principle of both confectionery and the brand itself: emotion and technique complement one another. From this intersection emerges an Amélia that can inspire, support and share knowledge without giving up the authority built over nearly 60 years.
Passion, precision and creativity take shape
The new strategy was translated into a verbal and visual system designed to give the brand greater expression, consistency and flexibility.
For the tone of voice, we created three complementary principles. Amélia speaks with passion, to inspire and acknowledge the emotional involvement behind every creation; with interest, to show genuine closeness to the stories and challenges of entrepreneurs; and with precision, to turn its expertise into clear, accessible and relevant knowledge.
The tagline “Made to measure for your dreams” captures this balance and unfolds into expressions such as “made to measure for your creations”, “for your passion” and “for your achievements”, creating a verbal device that can adapt to different messages and contexts.
In design, the same principle guided an evolution that preserves recognition without being tied to the past. The logo retains the brand’s memory through its script style, now with rounder, lighter and creamier forms. The palette builds on blues associated with trust and expertise, while vibrant colors bring passion, creativity and energy.
The graphic elements are inspired by piping tips, turning a familiar gesture from the confectionery world into a distinctive brand asset. They evoke the act of shaping a creation and, symbolically, the achievements of each professional.
Typography, iconography, photography and patterns complete the system, creating a language that can adapt to different needs and touchpoints without losing recognition.
A new way to express a brand built across generations
The repositioning gives Amélia a platform to guide how the brand expresses itself moving forward.
The trust, quality and expertise that shaped its history remain firmly in place. They now coexist with a language that feels closer, more vibrant and more connected to contemporary professional confectionery culture.
Strategy, voice and design now work as one system. From “Empowering Dreams” to “Dreams filled with precision”, from the tagline to the graphic elements inspired by the craft of confectionery, every element helps Amélia transform its legacy into a brand ready to support those who create, build businesses and grow every day.
