Guaporé Alimentos is a well-established brand in the Brazilian staple food market, known for its quality and strong presence on retail shelves. Despite this recognition, the packaging for its corn flake product Flocão de Milho no longer reflected the brand’s standard or effectively communicated the product’s attributes. The previous design had become visually outdated, making it harder for consumers to differentiate the product and diminishing its perceived value.
Our challenge was to revitalize the packaging by showcasing the product’s quality and reinforcing brand identity, while enhancing its visual impact at the point of sale. The goal was to create a cleaner, more contemporary design that would convey trust and improve shelf presence.
Through research, we identified that the combination of yellow and red is strongly associated with corn-based products and widely recognized within the category. This insight guided the color palette, balancing visual appeal with product relevance. The typography was refined to give greater prominence to the product name, improving contrast and readability. A photographic image of fresh corn was introduced to make product identification easier and create an immediate visual connection with the consumer.
The Guaporé brandmark was also elevated in the hierarchy, emphasizing its authority and legacy within the segment. The result is a bolder, more modern packaging that builds trust, stands out on the shelf, and clearly conveys the essence of the product: a traditional, versatile ingredient that’s a staple in Brazilian kitchens.