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How to create the first brand of non-ready-to-drink cafés by Coca-Cola and stay faithful to the Leão brand – one of Brazilians’ dearest? We were the chosen agency to fully face this challenge, from designing the package to the development of the brand experience. To inspire all the quality of coffee that Brazilians produce (and rarely consume, since they export it), we created the concept “Exported from Brazil to Brazilians.” That started the brand’s language, which mixes industrial elements to a sophisticated sense of "Brazilianity," both unheard of in the category. Launched in Rio 2016, the brand is already a global benchmark to Coca-Cola.
Rio de Janeiro, Brazil
Pharus Bright Design
São Paulo, Brazil
M. Mota, C. Inoue, A. Libotte, P. Mattos, L. Leal, M. Scheid, E. Richter, L. Nogueira, H. Lucio, G. Fernandes, J. Aiello, T. Rossi, V. Kano, G. Lisboa