Brasil Pack Trends 2020

BrasilPackTrends2020 133 aesthetics and identity FIGURE 5.46 Products of local origin Source: Press Release In Brazil, the certification of origin is conducted by the National Institute of Industrial Property (INPI) and, according to INPI, over the years, some cities or regions gain fame because of their products or services (INSTITUTO NACIONAL DE PROPRIEDADE INDUSTRIAL, 2012). When quality and tradition meet in physical space, the Geographical Indication (GI) emerges as a decisive factor to ensure product distinction, delimiting the area of production, restricting its use to farmers in the region (usually an association), preventing others from using the name of the region with low quality products, in other words, a record of that product that protects any falsification in its composition and guarantees its origin, in addition to increasing their competitiveness in relation to other producers. The certification also features two other modes, the Indication of Origin (IP), which is required to present evidence to prove that they have the known geographical name such as a center of extraction, production or manufacture of the item or service delivery; and the Designation of Origin (DO), for which it is necessary to describe the qualities and characteristics of the product or service which stand out solely or mainly because of the geographical environment or the natural and human factors (Inst. Nacional de Prop. Ind., 2012). The domestic products with the most Designation of Origin belong to Valley region of vineyards, including: Almaúnica, Casa Valduga, Dom Candido, Miolo etc.. Another domestic product which received Geographical Indication (GI) was the Minas Artisanal Cheese produced in the region of Serro. In such cases where certification is provided to the product, the package should highlight its superior quality distinguishing it from the others (Figure 5.47). FIGURE 5.47 Products with Geographical Indication of proof of origin Source: Press Release 5.5 PERSONAL IDENTIFICATION Limited Editions and Products endorsed by celebrities Limited Editions are products that are launched for a certain period or where the sale only found in certain places and can be linked to specific events. They may be intended to attract a different consumer, to create or maintain a brand and also to create seasonal product variants (HILL, 2010). According to Hill (2010), Marmite is a British company that produces yeast spread to be consumed as snacks, for which there is no middle ground, consumers either love or hate it. The company’s website even takes two paths: the consumer chooses I’m a lover or I’m a hater. Marmite produces many limited editions, like Guinness Marmite for St Patrick’s Day in 2008, Lovers Marmite