guaraná antarctica

Research, Strategy, Verbal Identity, Visual Identity

guaraná antarctica is familiar to brazilian consumers, but its fruit, flavour and origins were largely unknown in international markets. the challenge was to establish a global positioning that could introduce the drink clearly while preserving what made it distinctive. cultural research explored perceptions of brazil, revealing the potential of the amazon beyond the familiar associations with beaches, carnival and music.

"a twist of the amazon" became the brand's central territory, connecting the forest's abundance and sense of discovery with a contemporary expression of the drink. key messages, visual elements and activation ideas translated this positioning across consumer touchpoints. a set of guidelines gave local agencies a shared foundation for adapting the brand to different countries while maintaining a consistent connection to its origin.

client: ambev · guaraná antarctica
year: 2018
my role: design
office: questtonó
sector: food & beverage