The Pie Monster

Designed by Fernando Fernandes & Silmo Bonomi, Brazil.

O Monstro da Torta means The Pie Monster in English and it is a new fashion brand of baby clothes in São Paulo, Brazil.

The challenge was to create a stylish package to be different in this market. The brand’s concept is about a Monster, who came from a place called Monstrozelândia, very close to New Zealand, and he found in Brazil happiness and some good mates. He also LOVES meat pies and does everything to eat them. He is lovely, friendly, blue and huge. He likes kids but he never appears in the story, just small parts of his body.

After a lot of effort to make our idea viable in terms of costs and production we came up with the idea to use pie packages (very popular in Brazil) and bring to them a refined look. They are printed in 5 colors (one being metallic), plus varnish and lamination BOPP.

This brand has a very clear mindset. They want to become a kind of fairytale and once that happens, they will launch new products expanding their business to different segments such as; books, food, toys, etc.