{"id":2165,"date":"2022-06-16T14:03:40","date_gmt":"2022-06-16T17:03:40","guid":{"rendered":"https:\/\/cba-design.com\/latam\/projets\/prestigio-2\/"},"modified":"2023-03-20T07:46:13","modified_gmt":"2023-03-20T10:46:13","slug":"prestigio","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/en\/cases\/prestigio\/","title":{"rendered":"Prest\u00edgio: Naturally, coconut!"},"content":{"rendered":"\t\t
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This project won the Nielsen Design Impact Awards 2019<\/strong>, a global award that highlights cases of packaging redesign, assessing them as marketing tools. Prest\u00edgio\u2019s packaging redesign stood out for increasing the brand\u2019s sales by 46% after the new packaging reached the POS. In 2018, it was also awarded for ABRE Brazilian Packaging Award<\/strong> and Grandes Cases de Embalagem<\/strong>.
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Prest\u00edgio is natural coconut, Prest\u00edgio is Brazil.<\/p>

Created in 1961, and up to now a synonym for homemade recipes with coconut and chocolate, Prest\u00edgio is a genuine Brazilian chocolate deservedly recognized as one of Brazil\u2019s symbolic brands.
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Attentive to consumers\u2019 tendencies and desire for more and more natural products, the Swiss multinational, as a leader in products which join nutrition, health and wellness, decided to renew the Prest\u00edgio brand. The preservation of its \u2018natural coconut origin\u2019 essence was established as the main goal, and CBA B+G was invited to the challenge of reconnecting the brand with its Brazilian chocolovers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Coconut lovers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Despite being a traditional brand, preserving its memory is important.<\/p>

So we started off from the brand\u2019s archeology, in a way to rescue its codes and original shapes and visuals, the fundamental elements for settling down Prest\u00edgio\u2019s essence and positioning. In order to grasp the real meaning behind the visual codes and reconnect them with its target audience, we carried out dense exploratory researches, both quantitative and qualitative, always checking the brand\u2019s preliminary concepts and triggers. The research oriented a creative process that gathered strategy, research and design staff.<\/p>

Hundreds of consumers from several Brazilian states were considered in a deep semiotic study with lots of learnings. We also carried out the Brand Senses methodology, which explores the brand\u2019s five senses and orients the guiding principles that would shape the creative path to reconnecting with its identity: fresh air, nature sounds, the perfect combination of natural coconut and chocolate flavors.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Understanding the consumer is worthwhile<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The outcome from the strategy and design works was the translation of all we heard from Prest\u00edgio consumers. Its iconic elements \u2013 the red color, the textures and the coconut were kept on, although represented in a more natural and authentic way. The sign typography, also recalling a more natural and truthful feeling. On the packaging, wooden boards, slivered ingredients, details in green \u2013 nature showing off closer to reality. The boxes were finished with embossment and textures to reinforce the brand\u2019s sensorial aspect. An authentic simplicity to the exact Prest\u00edgio extent.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","business_needs":[463,677],"industry":[675],"services":[671,1160,505,509,511,513,545,669],"project_tags":[681,339,343,345,347,349,353,404],"class_list":["post-2165","projets","type-projets","status-publish","hentry","business_needs-research","business_needs-design-2","industry-food","services-brand-strategy","services-ad-pack-retail-product-cepts","services-semiotic-analysis","services-brand-senses","services-consumer-brand-identity","services-brand-guidelines","services-packaging-design","services-brand-archeology","project_tags-ad-pack-retail-product-cepts","project_tags-brand-archeology","project_tags-brand-guidelines","project_tags-brand-senses","project_tags-brand-strategy","project_tags-consumer-brand-identity","project_tags-packaging-design","project_tags-semiotic-analysis"],"acf":[],"lang":"en","translations":{"en":2165,"es":2441,"pt":1088},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/2165","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets"}],"about":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/types\/projets"}],"version-history":[{"count":4,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/2165\/revisions"}],"predecessor-version":[{"id":17941,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/2165\/revisions\/17941"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/media?parent=2165"}],"wp:term":[{"taxonomy":"business_needs","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/business_needs?post=2165"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/industry?post=2165"},{"taxonomy":"services","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/services?post=2165"},{"taxonomy":"project_tags","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/project_tags?post=2165"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}