Açaí Tasty is a franchise in the countryside of São Paulo that produces and sells its own açaí with several combinations and complements, resulting in a product with a unique flavor, or, in the words of the founder himself: “a simply tasty açaí”.

The inspiration for the symbol came from the Parauacu monkey (Pithecia monachus) that lives in the Amazon forest and eats the açaí fruit, among other fruits. The symbol was created with rounded shapes using two colors: purple and pink, which highlights the monkey’s tongue that is enjoying licking its lips with the very product that the company sells, that is, we have a symbol that delights in the Acai Tasty.

The colors, graphic elements and typography reinforce the company’s relaxed and modern identity and also represent the diversity of products and combinations present on the menu, which offers, in addition to açaí complements (chocolates, various sweets, fruits, creams, etc.), ice cream, brownie, fondue and sweet pies.
4 patterns were also created to be used with the brand. The first one (with a purple background) represents the small açaí fruits on its branch. The second one (with a yellow background) represents the banana, one of the monkey’s favorite foods and also a present complement to the company’s menu. The third (green background) represents the forest present in the Amazon forest, where the species that inspired it lives. Finally, the fourth pattern (with a pink background) represents the various fruits that complement the monkey’s diet and are also present on the Açaí Tasty menu.

The brand’s communication is based on phrases that are part of its universe: “simply tasty”, “much creamier than the others”, “now it’s time to taste”, “today I deserve it”, “smearing is too good” , among many others. These phrases combined with the color palette and also with the patterns, create several variations and possibilities that were worked on communication materials such as labels, packaging, street advertising campaigns, t-shirts and gifts.

As a result, we have a visual identity that is functional, flexible and above all, extremely cheerful. And that joy is what the company offers with its delicious products.