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Brasil
PackTrends
2020
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