launched in 1914, tônica antarctica needed to build a contemporary relationship with young adults. interviews and contextual research connected the experience of growing up with an acquired appreciation for bitterness: independence brings responsibility, setbacks and change. "bitterness transforms us" became the central idea, turning a characteristic of the drink into a perspective on adult life.
the identity balances this new meaning with the brand's heritage. calligraphic lettering gains movement through its angle, while a "since 1914" seal reinforces its history. dreamlike illustrations and etched textures explore the tension between reason and emotion, carrying the concept onto packaging. a brand book and innovation roadmap extended the direction into communication, activations and experiences, giving the repositioning a life beyond the bottle.
credits
chief creative officer
leonardo massarelli
research and strategy
gustavo rosa silva
heitor pagliari
rafael oliveira
head of design
thiago marques
design
rodrigo santos
andrea kulpas
3d
anderson koyama
rodrigo santos