tônica antarctica, launched in 1914, needed a contemporary relationship with young adults. research into their changing tastes connected the appreciation of bitterness with the experiences of growing up, leading to the idea “bitterness transforms us”.
we translated that positioning into a new logo, packaging and visual language. calligraphic details and a seal-like frame reconnect the identity with the brand's heritage, while dreamlike illustrations explore the tensions of adult life. conceived by the team and executed by tattoo artist alex lazarini, the drawings bring a distinctive engraved quality. a brandbook and innovation roadmap extended the work into communication, activation and future brand experiences.
credits
chief creative officer
leonardo massarelli
research and strategy
gustavo rosa silva
heitor pagliari
rafael oliveira
head of design
lucas costa
design
rodrigo santos
andrea kulpas
3d
anderson koyama
rodrigo santos