We had to go beyond the mere creation of a new packaging - we needed to capture the emotional essence of Dona Benta and bring something new to the design, something contemporary that spoke with the consumer, but did not break with the emotional past of the brand.

We searched for codes - present in the consumers' mental imagery - that would awaken emotional connections.

As Dona Benta is a culinary brand, nothing could be more appropriate than to search in Brazilian kitchens for codes that are part of consumer’s life and understand the relationship between caring and cooking.

These findings would be the source of inspiration to create the visual identity for this brand that offers "a recipe for care" throughout Brasil.

It was by the tile and kitchen elements that we were inspired to create the pattern that is on the packaging.

Patterns and attributes were heightened.

Handwritten and delicate prints also reinforced the family-friendly and caring personality of the brand.

Different shapes and angles were used to make Dona Benta stand out on the shelf.

Increase of 233% in spontaneous mentions and 37 times more engagement in social networks

(source: Scup and Quintly)

Over 200% increase in the trial of new variants measured in stores with activation

(source: internal client data)

The new design kicked-off a number of launches that brought an incremental of 455 tons in sales

(source: internal client data)

The National Intelectual Property Institute granted to Dona Benta the status of ‘Famous Trademark’ . Also due to the new design that delivered a high level of distinctiveness and exclusivity to the brand and its packaging. Until this day only 20 other brands own this status in Brazil.

(source: INPI)