branding
packaging
graphic design
guri
academic project developed in the packaging design course at espm, involving the creation of a new structural layout and a complete redesign of the estalos guri brand and packaging. the outcome presented two final proposals: a revolutionary version, breaking away from the traditional identity, and a conservative one, closer to the original packaging.
projeto acadêmico desenvolvido na disciplina de embalagens na graduação em design da espm, envolvendo a criação de uma nova planificação e o redesign completo da marca estalos guri. o resultado apresentou duas propostas finais: uma revolucionária, que rompe com a identidade tradicional, e outra conservadora, mais próxima da embalagem original.
academic project
discipline in design course
packaging projects
year
2023
softwares
adobe indesign
adobe illustrator
adobe photoshop
credits
fernanda kuntz
introduction
the project aimed to update estalos guri’s packaging to connect with younger audiences and the digital market. it explored new ergonomics, vibrant colors, and a playful identity inspired by video games and outer space, resulting in a fun and functional experience that keeps the brand’s essence alive.
a proposta partiu do desafio de atualizar a embalagem estalos guri para dialogar com o público jovem e o mercado digital. o projeto explorou ergonomia repensada, cores mais vibrantes e um conceito lúdico inspirado em videogames e no espaço sideral. essa abordagem criou uma experiência divertida e funcional, capaz de despertar a curiosidade e a imaginação, sem perder a ligação com a essência da marca.
project overview
briefing e análise do cliente
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
new brand and identity
nova marca e identidade visual
concept
macaya is a unique, invented word born from the intuitive fusion of sounds and meanings. its soft and fluid pronunciation makes it approachable and memorable, while its roots evoke brazilian identity, nature, and ancestry. the name gathers different layers of meaning: “ma” refers to mother, forest, and the creative principle; “ca” connects directly to cacao, the sacred fruit that nurtures and transforms; “caya” conveys the idea of home, care, and human warmth; and “aya” evokes the ancestral goddess, recognized as the guardian of natural cycles and feminine wisdom. together, these elements express the essence of the brand: the strength of the feminine, the cycles of the living earth, and the sweetness of artisanal food.
macaya é uma palavra única e inventada, nascida da fusão intuitiva de sons e sentidos. sua pronúncia suave e fluida a torna próxima e memorável, enquanto suas raízes evocam brasilidade, natureza e ancestralidade. o nome reúne diferentes camadas de significado: “ma” remete à mãe, à mata e ao princípio criador; “ca” conecta diretamente ao cacau, fruto sagrado que nutre e transforma; “caya” traz a ideia de casa, cuidado e acolhimento; e “aya” evoca a deusa ancestral, reconhecida como guardiã dos ciclos naturais e da sabedoria feminina. juntos, esses elementos traduzem a essência da marca: a força do feminino, os ciclos da terra viva e a doçura do alimento artesanal.
brand architecture
macaya is structured into two main fronts: macaya sabor, dedicated to artisanal foods with native ingredients, and macaya saber, focused on education, consultancy, and conscious entrepreneurship. each front expands into sub-brands that organize the product lines and educational services. to ensure flexibility and consistency across these fronts, a wide range of logo variations was developed. these include circular and typographic versions, adaptations for color and monochrome use, as well as applications over images and textures. this system allows the brand to maintain a cohesive identity while adapting to different contexts, scales, and communication needs.
a macaya é estruturada em duas grandes frentes: macaya sabor, dedicada a alimentos artesanais com ingredientes nativos, e macaya saber, voltada à educação, consultoria e empreendedorismo consciente. cada frente se desdobra em submarcas que organizam as linhas de produtos e serviços educativos. para garantir flexibilidade e consistência em todas essas frentes, foi desenvolvido um amplo conjunto de variações do logo. entre elas estão versões circulares e tipográficas, adaptações para uso em cores e monocromático, além de aplicações sobre imagens e texturas. esse sistema permite que a marca mantenha uma identidade coesa, ao mesmo tempo em que se adapta a diferentes contextos, escalas e necessidades de comunicação.
color palette
the macaya color palette is structured into two universes. the pink palette (saber) conveys knowledge, education, and awareness, symbolizing the brand’s educational and cultural role. the brown palette (sabor) reflects flavor, tradition, and sensoriality, connecting directly to cocoa and brazilian ingredients.
a paleta de cores da macaya se organiza em dois universos. a paleta rosa (saber) transmite conhecimento, educação e consciência, simbolizando o papel educativo e cultural da marca. já a paleta marrom (sabor) reflete sabor, tradição e sensorialidade, conectando-se diretamente ao cacau e aos ingredientes brasileiros. juntas, equilibram racionalidade e prazer sensorial, reforçando a dupla essência da macaya.
explore the full visual identity in the brand’s brandbook
confira toda a identidade visual no brandbook da marca
branding
packaging
graphic design
guri
academic project developed in the packaging design course at espm, involving the creation of a new structural layout and a complete redesign of the estalos guri brand and packaging. the outcome presented two final proposals: a revolutionary version, breaking away from the traditional identity, and a conservative one, closer to the original packaging.
projeto acadêmico desenvolvido na disciplina de embalagens na graduação em design da espm, envolvendo a criação de uma nova planificação e o redesign completo da marca estalos guri. o resultado apresentou duas propostas finais: uma revolucionária, que rompe com a identidade tradicional, e outra conservadora, mais próxima da embalagem original.
academic project
discipline in design course
packaging projects
year
2023
softwares
adobe indesign
adobe illustrator
adobe photoshop
credits
fernanda kuntz
introduction
the project aimed to update estalos guri’s packaging to connect with younger audiences and the digital market. it explored new ergonomics, vibrant colors, and a playful identity inspired by video games and outer space, resulting in a fun and functional experience that keeps the brand’s essence alive.
a proposta partiu do desafio de atualizar a embalagem estalos guri para dialogar com o público jovem e o mercado digital. o projeto explorou ergonomia repensada, cores mais vibrantes e um conceito lúdico inspirado em videogames e no espaço sideral. essa abordagem criou uma experiência divertida e funcional, capaz de despertar a curiosidade e a imaginação, sem perder a ligação com a essência da marca.
project overview
briefing e análise do cliente
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
new brand and identity
nova marca e identidade visual
concept
macaya is a unique, invented word born from the intuitive fusion of sounds and meanings. its soft and fluid pronunciation makes it approachable and memorable, while its roots evoke brazilian identity, nature, and ancestry. the name gathers different layers of meaning: “ma” refers to mother, forest, and the creative principle; “ca” connects directly to cacao, the sacred fruit that nurtures and transforms; “caya” conveys the idea of home, care, and human warmth; and “aya” evokes the ancestral goddess, recognized as the guardian of natural cycles and feminine wisdom. together, these elements express the essence of the brand: the strength of the feminine, the cycles of the living earth, and the sweetness of artisanal food.
macaya é uma palavra única e inventada, nascida da fusão intuitiva de sons e sentidos. sua pronúncia suave e fluida a torna próxima e memorável, enquanto suas raízes evocam brasilidade, natureza e ancestralidade. o nome reúne diferentes camadas de significado: “ma” remete à mãe, à mata e ao princípio criador; “ca” conecta diretamente ao cacau, fruto sagrado que nutre e transforma; “caya” traz a ideia de casa, cuidado e acolhimento; e “aya” evoca a deusa ancestral, reconhecida como guardiã dos ciclos naturais e da sabedoria feminina. juntos, esses elementos traduzem a essência da marca: a força do feminino, os ciclos da terra viva e a doçura do alimento artesanal.
brand architecture
macaya is structured into two main fronts: macaya sabor, dedicated to artisanal foods with native ingredients, and macaya saber, focused on education, consultancy, and conscious entrepreneurship. each front expands into sub-brands that organize the product lines and educational services. to ensure flexibility and consistency across these fronts, a wide range of logo variations was developed. these include circular and typographic versions, adaptations for color and monochrome use, as well as applications over images and textures. this system allows the brand to maintain a cohesive identity while adapting to different contexts, scales, and communication needs.
a macaya é estruturada em duas grandes frentes: macaya sabor, dedicada a alimentos artesanais com ingredientes nativos, e macaya saber, voltada à educação, consultoria e empreendedorismo consciente. cada frente se desdobra em submarcas que organizam as linhas de produtos e serviços educativos. para garantir flexibilidade e consistência em todas essas frentes, foi desenvolvido um amplo conjunto de variações do logo. entre elas estão versões circulares e tipográficas, adaptações para uso em cores e monocromático, além de aplicações sobre imagens e texturas. esse sistema permite que a marca mantenha uma identidade coesa, ao mesmo tempo em que se adapta a diferentes contextos, escalas e necessidades de comunicação.
color palette
the macaya color palette is structured into two universes. the pink palette (saber) conveys knowledge, education, and awareness, symbolizing the brand’s educational and cultural role. the brown palette (sabor) reflects flavor, tradition, and sensoriality, connecting directly to cocoa and brazilian ingredients.
a paleta de cores da macaya se organiza em dois universos. a paleta rosa (saber) transmite conhecimento, educação e consciência, simbolizando o papel educativo e cultural da marca. já a paleta marrom (sabor) reflete sabor, tradição e sensorialidade, conectando-se diretamente ao cacau e aos ingredientes brasileiros. juntas, equilibram racionalidade e prazer sensorial, reforçando a dupla essência da macaya.
explore the full visual identity in the brand’s brandbook
confira toda a identidade visual no brandbook da marca
branding
packaging
graphic design
guri
academic project developed in the packaging design course at espm, involving the creation of a new structural layout and a complete redesign of the estalos guri brand and packaging. the outcome presented two final proposals: a revolutionary version, breaking away from the traditional identity, and a conservative one, closer to the original packaging.
projeto acadêmico desenvolvido na disciplina de embalagens na graduação em design da espm, envolvendo a criação de uma nova planificação e o redesign completo da marca estalos guri. o resultado apresentou duas propostas finais: uma revolucionária, que rompe com a identidade tradicional, e outra conservadora, mais próxima da embalagem original.
academic project
discipline in design course
packaging projects
year
2023
softwares
adobe indesign
adobe illustrator
adobe photoshop
credits
fernanda kuntz
introduction
the project aimed to update estalos guri’s packaging to connect with younger audiences and the digital market. it explored new ergonomics, vibrant colors, and a playful identity inspired by video games and outer space, resulting in a fun and functional experience that keeps the brand’s essence alive.
a proposta partiu do desafio de atualizar a embalagem estalos guri para dialogar com o público jovem e o mercado digital. o projeto explorou ergonomia repensada, cores mais vibrantes e um conceito lúdico inspirado em videogames e no espaço sideral. essa abordagem criou uma experiência divertida e funcional, capaz de despertar a curiosidade e a imaginação, sem perder a ligação com a essência da marca.
project overview
briefing e análise do cliente
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
01.
context
estalos guri is a traditional brazilian brand whose packaging design no longer matched new consumer habits and digital aesthetics.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
02.
academic briefing
the assignment required creating a new structural layout and a complete redesign of both brand and packaging.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
03.
research & insights
research showed opportunities for better ergonomics, readability, and a refreshed visual language to engage younger audiences.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
04.
design & development
the process included moodboards, typography and color tests, and illustrations inspired by video games and outer space.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
05.
project objectives
to modernize estalos guri’s packaging with a playful, imaginative identity that balances innovation with brand recognition.
new brand and identity
nova marca e identidade visual
concept
macaya is a unique, invented word born from the intuitive fusion of sounds and meanings. its soft and fluid pronunciation makes it approachable and memorable, while its roots evoke brazilian identity, nature, and ancestry. the name gathers different layers of meaning: “ma” refers to mother, forest, and the creative principle; “ca” connects directly to cacao, the sacred fruit that nurtures and transforms; “caya” conveys the idea of home, care, and human warmth; and “aya” evokes the ancestral goddess, recognized as the guardian of natural cycles and feminine wisdom. together, these elements express the essence of the brand: the strength of the feminine, the cycles of the living earth, and the sweetness of artisanal food.
macaya é uma palavra única e inventada, nascida da fusão intuitiva de sons e sentidos. sua pronúncia suave e fluida a torna próxima e memorável, enquanto suas raízes evocam brasilidade, natureza e ancestralidade. o nome reúne diferentes camadas de significado: “ma” remete à mãe, à mata e ao princípio criador; “ca” conecta diretamente ao cacau, fruto sagrado que nutre e transforma; “caya” traz a ideia de casa, cuidado e acolhimento; e “aya” evoca a deusa ancestral, reconhecida como guardiã dos ciclos naturais e da sabedoria feminina. juntos, esses elementos traduzem a essência da marca: a força do feminino, os ciclos da terra viva e a doçura do alimento artesanal.
brand architecture
macaya is structured into two main fronts: macaya sabor, dedicated to artisanal foods with native ingredients, and macaya saber, focused on education, consultancy, and conscious entrepreneurship. each front expands into sub-brands that organize the product lines and educational services. to ensure flexibility and consistency across these fronts, a wide range of logo variations was developed. these include circular and typographic versions, adaptations for color and monochrome use, as well as applications over images and textures. this system allows the brand to maintain a cohesive identity while adapting to different contexts, scales, and communication needs.
a macaya é estruturada em duas grandes frentes: macaya sabor, dedicada a alimentos artesanais com ingredientes nativos, e macaya saber, voltada à educação, consultoria e empreendedorismo consciente. cada frente se desdobra em submarcas que organizam as linhas de produtos e serviços educativos. para garantir flexibilidade e consistência em todas essas frentes, foi desenvolvido um amplo conjunto de variações do logo. entre elas estão versões circulares e tipográficas, adaptações para uso em cores e monocromático, além de aplicações sobre imagens e texturas. esse sistema permite que a marca mantenha uma identidade coesa, ao mesmo tempo em que se adapta a diferentes contextos, escalas e necessidades de comunicação.
color palette
the macaya color palette is structured into two universes. the pink palette (saber) conveys knowledge, education, and awareness, symbolizing the brand’s educational and cultural role. the brown palette (sabor) reflects flavor, tradition, and sensoriality, connecting directly to cocoa and brazilian ingredients.
a paleta de cores da macaya se organiza em dois universos. a paleta rosa (saber) transmite conhecimento, educação e consciência, simbolizando o papel educativo e cultural da marca. já a paleta marrom (sabor) reflete sabor, tradição e sensorialidade, conectando-se diretamente ao cacau e aos ingredientes brasileiros. juntas, equilibram racionalidade e prazer sensorial, reforçando a dupla essência da macaya.
explore the full visual identity in the brand’s brandbook
confira toda a identidade visual no brandbook da marca