STRATEGY

To build the new Camponesa, we found in its roots a proprietary approach capable of telling a unique story in the market and building a brand with greater added value: We combined the hospitality from the people of Minas Gerais to their talent and creativity, capable of turning bread into cheese bread, and we added the innovation From field technology to designing our strategy.  

We defined our guiding principle: the purpose“To make affections new flavors.”"which translates the art behind Minas Gerais cuisine, hospitality, and memories into the innovative and creative potential of Camponesa.".  

And with this talent for creating with affection, we arrive at our archetype: Creator. A brand that is inspiring, warm, expert, and appetizing.  

We also brought creativity to the experience, delivering a flavorful dairy factory, committed to always creating something new again, offering tables full of affection and creativity, and ensuring a presence that builds connections.  

We tell our story through a narrative that engages people and delivers great flavor, summarized in the tagline: Flavor is created together..

CREATION

A rebranding that evolves while respecting what has been built since its origin in 1948. The prominence of white, related to the purity of milk, and the dark blue logo with orange detail were elements perceived and recognized by consumers. It was important to create a connection and ensure this recognition, bringing evolutions that would elevate the brand to a more contemporary and premium look. 

The typography has a striking personality and sinuous details that evoke the creaminess and organic nature of milk itself. The overall design is clean and elegant, with elements that harmonize with the brand and create a flavorful and warm atmosphere, worthy of its Minas Gerais origins. 
 
With a voice that symbolizes creativity and affection, Camponesa's Verbal Universe is born from the combination of her attributes—inspiring, warm, expert, and appetizing—to express authentic phrases. 

With expertise in doing things without losing humility, we bring details to the conversation that make everything more enjoyable. With affection at its core, we put affection on the table to unite different generations. Sensory inspiration brings boldness to everything we do, igniting creative energy in mouthwatering messages for our community. 

PACKAGING

Translating the rebranding onto Camponesa's packaging was essential to making its new positioning tangible. To reinforce the perception of a premium brand of pure, fresh, and creamy milk, the packaging features a strong presence of white, while still maintaining touches of dark blue and orange, characteristic of Camponesa. The "C" symbol gains strength and prominence on the front, taking the shape of milk itself, which reinforces the exquisite composition of each dairy product. 

As a brand that promotes creativity in the kitchen, the recipes presented on each package highlight the essence of Minas Gerais cuisine. For the UHT milk, a creaminess scale has been introduced to help guide its creative use in recipes and emphasize the characteristics of each product. The result is a visual system that celebrates its origin, showcases the brand's main assets, and helps deliver Camponesa's strategic vision directly to the shelf. 

EXPERIENCE AND POS 

Camponesa's purpose comes to life at the point of sale with the concept "Delicious Moments," which values the creation of flavors together, reinforcing relationships around the kitchen and the table. The goal was to create an emotional connection and strengthen consumer recognition of the new brand, renewed personality, and new packaging. 

The tasting module, inspired by Minas Gerais cuisine, offers creative recipes and aromas that connect the customer to the products in a sensory way. The environment is decorated with handcrafted elements, such as wood, orange lamps, and kitchen utensils, in harmony with a white base that highlights the brand's visual identity. Minas Gerais tiles, reinterpreted with the "C" design of Camponesa, bring modernity and warmth. A digital totem suggests personalized recipes according to the weather and time of day, while the furniture facilitates the display and understanding of the brand's complete product portfolio. 

– To learn about the complete case study of experience and point of sale, Click here. 

COMMUNICATION 

To introduce the new Camponesa to its customers and the market, we developed an integrated campaign that translates how Flavor is Created Together. To do this, we sought to understand the connection between affection and flavors in Brazilian food, which guided our direction in showing how every situation gains more flavor with Camponesa, making shared moments even more enjoyable and special. This is where the creative concept comes from. If, for example, there are the flavors "chocolate" and "strawberry," Camponesa brings the "Flavor of Life," transforming the good moments we live together into flavor names. 

The 360º campaign includes a film, jingle, digital pieces, and OOH media, with synesthetic flavors that evoke affective experiences, such as "Sunday flavor at Grandma's house." The visual pieces highlight situations inside and outside the home, valuing the act of preparing food and culinary creativity, a characteristic of the brand. The "C" of Camponesa appears as a recurring graphic element, reinforcing the visual identity and highlighting the new packaging design. 

– To see the full Communication case study, Click here.