Truppe Rebranding Project
Truppe is a complete brand transformation for an artisanal confectionery based in Pelotas, Brazil. The project involved strategic repositioning, naming, visual identity, and packaging design, with the goal of overcoming a key limitation: the original brand name was strongly tied to a single product, restricting future growth.

The process began with deep research into the market, competitors, and customer perceptions. Insights revealed an opportunity to differentiate through professional design and create a brand that balances innovation with accessibility. From this foundation, a new strategic positioning was defined—one that emphasizes joyful experiences, emotional connection, and high-quality artisanal products.

The name “Truppe” was developed to reflect a collective, playful, and expressive identity. Inspired by the idea of a troupe of performers and the Italian expression “è troppo” (meaning “it’s amazing”), the name conveys energy, togetherness, and celebration—perfectly aligned with the brand’s personality.

The visual identity translates this strategy into a vibrant and memorable system. A custom logotype, bold color palette, and exclusive illustration system were created to ensure strong shelf presence and instant recognition. Each product category—cookies, brownies, and palha italiana—features its own illustration, allowing for clear differentiation while maintaining a cohesive brand language.

Packaging design was a central focus of the project. A scalable system was developed to organize information hierarchically, prioritize the brand over individual products, and support future expansion. The result is a visually striking and highly functional packaging line that enhances both the customer experience and point-of-sale performance.

Ultimately, Truppe evolved from a product-driven brand into a flexible and scalable business with a strong emotional appeal. The new identity not only solves the original strategic challenges but also prepares the brand for long-term growth, including new product lines, physical retail, and future franchising.