Brasil Pack Trends 2020

BrasilPackTrends2020 124 aesthetics and identity Another graphic design option is the use of photographs, whose focus is to show, in a sumptuous manner, the product quality to stimulate consumer desire. Other approaches may be directed to indicate the authenticity and origin of the product and still present ways to direct them to a specific people group (HILL, 2010). This concept is still not widely used in Brazil, but one of the examples presented are the packages for the energy drink Firefly manufactured in England which, instead of showing the product flavor on the label by fruits (strawberry, orange etc.), it displays photographs of observations about the state of mind of those seeking for this beverage (Figure 5.27). Another example is the food brand Via Roma, which made Tuscany and its inhabitants the focus of their packages, marking the Italian origin and authenticity of its products (Figure 5.27). The various photographs used create an authentic Italian image, with strong personality and expression of emotion to ensure the highlight at point of sale and consumer loyalty (HILL, 2010; EXAME.COM, 2012). Typography is another feature of graphic design used to create a distinctive image on the packaging, via a text graphically treated, and thus highlight the brand identity. The decision on using typographic features is directed to the desired form of communication, ie, it should represent the values of the brand so that it is perceived by consumers with readability and be distinguished on the shelves. One example presented is the packaging for juice brand Cawston Vale, from the UK, which relaunched its product portfolio with a new name, Cawston Press, with a new brand identity, aiming to draw attention to the premium quality of its products and to revitalize the sector (Figure 5.28). Sivaris is another product category, a rice produced in Spain, who revitalized and created a new visual identity by the typography and color in packaging tubes and seals common to the market (HILL, 2010) (Figure 5.28). Therefore, the brand identity can be created through a variety of graphic design techniques and thus ensure the positioning of the product by means of a unique appearance. FIGURE 5.27 Products that use photographs in graphic design Source: Press Release FIGURE 5.28 Packages that renew their identity with the use of typography Source: Press Release