branding
packaging
editorial
macaya brasil
branding and strategic positioning project for an inclusive confectionery brand, developed in international partnership with the Empowering Women Globally, Bradley University e ESPM.
projeto de branding e posicionamento estratégico para uma confeitaria inclusiva, desenvolvido em parceria internacional com o programa Empowering Women Globally, Bradley University e ESPM.
client
Glaucer Roda
year
2025
softwares
adobe illustrator
adobe indesign
microsoft powerpoint
pacdora
credits
Fernanda Kuntz – Naming, brand strategy, visual identity, packaging design, presentation, and overall design.
Pietra Lacerda, Lucy Soares, Lys Razel, and Yasmin Gomes – Social media management, sales, commercial prospecting, supplier research, investor outreach, and studio photography
introduction
macaya brasil is a conscious confectionery brand that unites flavor and knowledge. the project was developed within the elective course business & social impact in the design program at espm são paulo, in partnership with the Empowering Women Globally program and Bradley University. in this initiative, women entrepreneurs are welcomed at espm and supported according to their business needs. for Glaucer Roda, the main challenge was a complete redesign of her brand and packaging — which resulted in the creation of macaya brasil.
a macaya brasil é uma marca de confeitaria consciente que une sabor e saber. o projeto foi desenvolvido dentro da disciplina eletiva business & social impact do curso de design da espm são paulo, em parceria com o programa Empowering Women Globally e a Bradley University. nessa iniciativa, empreendedoras são recebidas na espm e atendidas conforme as necessidades de seus negócios. no caso de Glaucer Roda, o principal desafio era um redesenho completo da marca e das embalagens — que resultou na criação da macaya brasil.
client briefing and analysis
briefing e análise do cliente
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
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.
icon system
The icon family reinforces Macaya’s dual universe of flavor and knowledge. Organic and simple in design, the icons are divided into two sets: Macaya Sabor (ingredients, utensils, artisanal processes) and Macaya Saber (learning, sharing, creative tools). The color palettes differentiate each front while maintaining overall cohesion.
A família de ícones reforça o duplo universo da Macaya — sabor e saber. Com traços simples e orgânicos, os ícones se dividem em dois conjuntos: Macaya Sabor (ingredientes, utensílios e processos artesanais) e Macaya Saber (aprendizado, partilha e ferramentas criativas). As paletas de cores diferenciam cada frente, mantendo a coesão da marca.
explore the full visual identity in the brand’s brandbook
confira toda a identidade visual no brandbook da marca
packaging
embalagens desenvolvidas para macaya
packaging system
the macaya packaging system was designed to be flexible, expressive, and sustainable, adapting to different product lines while maintaining visual unity. each package combines vibrant colors, organic textures, and bold typography to reflect the brand’s essence — celebrating brazilian nature, culture, and conscious production. with a focus on reducing environmental impact, the system prioritizes recyclable materials and seeks to minimize plastic use, ensuring consistency across categories while strengthening a recognizable identity.
o sistema de embalagens da macaya foi desenvolvido para ser flexível, expressivo e sustentável, adaptando-se às diferentes linhas de produtos sem perder a unidade visual. cada embalagem combina cores vibrantes, texturas orgânicas e tipografia marcante, refletindo a essência da marca — a celebração da natureza, da cultura brasileira e da produção consciente. com foco na redução do impacto ambiental, o sistema prioriza materiais recicláveis e busca utilizar o mínimo de plástico possível, garantindo consistência entre as categorias e uma identidade forte e reconhecível.
Packaging: barrita (bar)
Packaging: barrita (bar)
Packaging: barrita (bar)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: colmeia (hive)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: janelita (window)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: sacolita (bag)
explore the packaging below — they are interactive: you can rotate them.
More Projects
branding
packaging
editorial
macaya brasil
branding and strategic positioning project for an inclusive confectionery brand, developed in international partnership with the Empowering Women Globally, Bradley University e ESPM.
projeto de branding e posicionamento estratégico para uma confeitaria inclusiva, desenvolvido em parceria internacional com o programa Empowering Women Globally, Bradley University e ESPM.
client
Glaucer Roda
year
2025
softwares
adobe illustrator
adobe indesign
microsoft powerpoint
pacdora
credits
Fernanda Kuntz – Naming, brand strategy, visual identity, packaging design, presentation, and overall design.
Pietra Lacerda, Lucy Soares, Lys Razel, and Yasmin Gomes – Social media management, sales, commercial prospecting, supplier research, investor outreach, and studio photography
introduction
macaya brasil is a conscious confectionery brand that unites flavor and knowledge. the project was developed within the elective course business & social impact in the design program at espm são paulo, in partnership with the Empowering Women Globally program and Bradley University. in this initiative, women entrepreneurs are welcomed at espm and supported according to their business needs. for Glaucer Roda, the main challenge was a complete redesign of her brand and packaging — which resulted in the creation of macaya brasil.
a macaya brasil é uma marca de confeitaria consciente que une sabor e saber. o projeto foi desenvolvido dentro da disciplina eletiva business & social impact do curso de design da espm são paulo, em parceria com o programa Empowering Women Globally e a Bradley University. nessa iniciativa, empreendedoras são recebidas na espm e atendidas conforme as necessidades de seus negócios. no caso de Glaucer Roda, o principal desafio era um redesenho completo da marca e das embalagens — que resultou na criação da macaya brasil.
client briefing and analysis
briefing e análise do cliente
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
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.
icon system
The icon family reinforces Macaya’s dual universe of flavor and knowledge. Organic and simple in design, the icons are divided into two sets: Macaya Sabor (ingredients, utensils, artisanal processes) and Macaya Saber (learning, sharing, creative tools). The color palettes differentiate each front while maintaining overall cohesion.
A família de ícones reforça o duplo universo da Macaya — sabor e saber. Com traços simples e orgânicos, os ícones se dividem em dois conjuntos: Macaya Sabor (ingredientes, utensílios e processos artesanais) e Macaya Saber (aprendizado, partilha e ferramentas criativas). As paletas de cores diferenciam cada frente, mantendo a coesão da marca.
explore the full visual identity in the brand’s brandbook
confira toda a identidade visual no brandbook da marca
packaging
embalagens desenvolvidas para macaya
packaging system
the macaya packaging system was designed to be flexible, expressive, and sustainable, adapting to different product lines while maintaining visual unity. each package combines vibrant colors, organic textures, and bold typography to reflect the brand’s essence — celebrating brazilian nature, culture, and conscious production. with a focus on reducing environmental impact, the system prioritizes recyclable materials and seeks to minimize plastic use, ensuring consistency across categories while strengthening a recognizable identity.
o sistema de embalagens da macaya foi desenvolvido para ser flexível, expressivo e sustentável, adaptando-se às diferentes linhas de produtos sem perder a unidade visual. cada embalagem combina cores vibrantes, texturas orgânicas e tipografia marcante, refletindo a essência da marca — a celebração da natureza, da cultura brasileira e da produção consciente. com foco na redução do impacto ambiental, o sistema prioriza materiais recicláveis e busca utilizar o mínimo de plástico possível, garantindo consistência entre as categorias e uma identidade forte e reconhecível.
Packaging: barrita (bar)
Packaging: barrita (bar)
Packaging: barrita (bar)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: colmeia (hive)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: janelita (window)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: sacolita (bag)
explore the packaging below — they are interactive: you can rotate them.
More Projects
branding
packaging
editorial
macaya brasil
branding and strategic positioning project for an inclusive confectionery brand, developed in international partnership with the Empowering Women Globally, Bradley University e ESPM.
projeto de branding e posicionamento estratégico para uma confeitaria inclusiva, desenvolvido em parceria internacional com o programa Empowering Women Globally, Bradley University e ESPM.
client
Glaucer Roda
year
2025
softwares
adobe illustrator
adobe indesign
microsoft powerpoint
pacdora
credits
Fernanda Kuntz – Naming, brand strategy, visual identity, packaging design, presentation, and overall design.
Pietra Lacerda, Lucy Soares, Lys Razel, and Yasmin Gomes – Social media management, sales, commercial prospecting, supplier research, investor outreach, and studio photography
introduction
macaya brasil is a conscious confectionery brand that unites flavor and knowledge. the project was developed within the elective course business & social impact in the design program at espm são paulo, in partnership with the Empowering Women Globally program and Bradley University. in this initiative, women entrepreneurs are welcomed at espm and supported according to their business needs. for Glaucer Roda, the main challenge was a complete redesign of her brand and packaging — which resulted in the creation of macaya brasil.
a macaya brasil é uma marca de confeitaria consciente que une sabor e saber. o projeto foi desenvolvido dentro da disciplina eletiva business & social impact do curso de design da espm são paulo, em parceria com o programa Empowering Women Globally e a Bradley University. nessa iniciativa, empreendedoras são recebidas na espm e atendidas conforme as necessidades de seus negócios. no caso de Glaucer Roda, o principal desafio era um redesenho completo da marca e das embalagens — que resultou na criação da macaya brasil.
client briefing and analysis
briefing e análise do cliente
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
01.
context
Glaucer Roda, founder of Macaya, is a food technologist with over a decade of experience in food quality and safety, now dedicated to cacao and conscious confectionery.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
02.
briefing
The project required the complete rebranding of Domremy Artesanía, covering naming, visual identity, packaging design, and communication strategies to build a coherent, scalable, and culturally rooted brand.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
03.
brand analysis
The former identity presented weaknesses such as low memorability, foreign naming, poor digital searchability, and a visually overloaded logo. Still, it offered strong foundations — artisanal quality, inclusivity, and sustainability.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
04.
services offered
Naming, brand strategy, visual identity, packaging design, and design direction.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
05.
project objectives
To create a strong, scalable, and memorable identity rooted in Brazilian culture — supported by modern visuals, packaging, and communication that connect flavor and knowledge.
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.
icon system
The icon family reinforces Macaya’s dual universe of flavor and knowledge. Organic and simple in design, the icons are divided into two sets: Macaya Sabor (ingredients, utensils, artisanal processes) and Macaya Saber (learning, sharing, creative tools). The color palettes differentiate each front while maintaining overall cohesion.
A família de ícones reforça o duplo universo da Macaya — sabor e saber. Com traços simples e orgânicos, os ícones se dividem em dois conjuntos: Macaya Sabor (ingredientes, utensílios e processos artesanais) e Macaya Saber (aprendizado, partilha e ferramentas criativas). As paletas de cores diferenciam cada frente, mantendo a coesão da marca.
explore the full visual identity in the brand’s brandbook
confira toda a identidade visual no brandbook da marca
packaging
embalagens desenvolvidas para macaya
packaging system
the macaya packaging system was designed to be flexible, expressive, and sustainable, adapting to different product lines while maintaining visual unity. each package combines vibrant colors, organic textures, and bold typography to reflect the brand’s essence — celebrating brazilian nature, culture, and conscious production. with a focus on reducing environmental impact, the system prioritizes recyclable materials and seeks to minimize plastic use, ensuring consistency across categories while strengthening a recognizable identity.
o sistema de embalagens da macaya foi desenvolvido para ser flexível, expressivo e sustentável, adaptando-se às diferentes linhas de produtos sem perder a unidade visual. cada embalagem combina cores vibrantes, texturas orgânicas e tipografia marcante, refletindo a essência da marca — a celebração da natureza, da cultura brasileira e da produção consciente. com foco na redução do impacto ambiental, o sistema prioriza materiais recicláveis e busca utilizar o mínimo de plástico possível, garantindo consistência entre as categorias e uma identidade forte e reconhecível.
Packaging: barrita (bar)
Packaging: barrita (bar)
Packaging: barrita (bar)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: colmeia (hive)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: janelita (window)
explore the packaging below — they are interactive: you can open, close, and rotate them.
Packaging: sacolita (bag)
explore the packaging below — they are interactive: you can rotate them.