Consistence and harmony.

 

Kong Rex was invited to restructure the brand and packaging design of Café Iguaçu, which was stagnant in the Brazilian coffee market – a market that has been booming.

 

We diagnosed that the lack of a consistent identity in the portfolio weakened its brand association and contaminated the perception of the product’s quality. Tradition, solidity and expertise were not being explored as attributes, and it was necessary to create a new logo, brand architecture, and packaging.

 

We have created a new brand that has gained priority, with a clear and objective design hierarchy in its packaging. Different images of products were defined for each SKU, following one visual pattern that provides individual appetite appeal and a consistent identity for the line. The brand has gained relevance among its target audience: in the year it was relaunched, its market share increased from 7% to 15%.