With life becoming increasingly busy, the consumer searches essences and values. It does not just want to buy a product or spend its day with unimportant actions. In this scenario, we tried to reinforce visually that the breads of Pullman brand give pleasure and that the brand has a special affection for those who buy its products.

Therefore, the Sabor da Padaria line communicates emotionally with the consumer and is designed to emphasize that the products have a special aroma and that nothing similar can be found in the market.

To bring the flavor, the indulgence and the artisan appeal, the packages have large transparent areas to show the product and also to give confidence to the consumer. Colors and illustrations characterize each flavor and differentiate the products, reinforcing the artisanal look of the line. Each graphic detail contributes to this homemade and artisanal aspect.

Innovation / Technology

The Pullman Sabor da Padaria bread line uses a special coating applied to the packages referring to the texture and appearance of the craft paper, which is widely used in the more traditional bakeries to wrap the bread. The applied varnish adds an artisanal visual language, without losing the elegance and contemporaneity.

Environmental Impact

The packaging is produced with an oxo-biodegradable additive that accelerates the degradation of the plastic material when discarded. They are recyclable together with the conventional plastics.

Economic Impact

The Sabor da Padaria line contributed to the differentiation of the Pullman brand in the category of industrialized breads. Its package with artisanal layout and features positioned the Pullman brand in a new segment, the segment of homemade breads. The line products contributed to the gain of Market Share and since its launch in March 2015, the sales have increased over 180%.

Marketing Impact

With the entry into a different segment in the industrialized breads market, the segment of breads with artisanal characteristics, the Pullman brand has gained more space on the shelves, occupying new supermarket aisles, expanding the brand visibility to the customers and consumers. The artisanal feature of the package allowed the entry of the brand not only in the industrialized breads segment, but also in the bakery of the shops. We increased by 20% our presence on the shelves (facing).