The caipirinha (kai-purr-REEN-yah) is the national drink of Brazil. Chances are high you encountered Brazil’s national drink, the Caipirinha, if you’ve traveled to the South American country. It’s the Brazilian most popular cocktail, and everyone has their own way of making it. The classic Caipirinha is not a cocktail that requires improvement—it’s delicious as is. A favorite summertime cocktail, the caipirinha is one of the most refreshing drinks you can mix up. Refreshing and easy to make, the cocktail contains fresh lime juice, sugar and cachaça—a spirit as central to Brazilian identity as samba, soccer and carnival.

Caipi is a brand e-commerce concept designed for the Brazilian greatest classic: the Caipirinha. Refreshing and easy to make, the cocktail contains fresh lime juice, sugar and cachaça—a spirit as central to Brazilian identity as samba, soccer and carnival. For the Caipi project, we challenged ourselves to create a visual identity for the packaging design that could rescue the experience of buying a traditional caipirinha in the Brazilian soil. For Caipi’s web experience we set out to create a central system that could not only serve as a shopping platform, but a brand initiative as well.

For Caipi’s web experience we set out to create a central system that could not only serve as a shopping platform, but a brand initiative as well. The delicate balance between brand awareness and online shopping journey was the driving force behind our entire design system. Focus, clarity, and simplicity became our guiding UX principles, which allowed us to help Caipi tell a compelling story — while keep consumers engaged in the shopping experience. For the e-commerce interface we set out to strip away any excess that did not support our larger goal of one, centralized shopping experience. The navigation prioritizes this objective, making the consumer journey as direct as possible.