Design Agency: Camila Husch
Project Type: Student Project
School: Universidade Tecnológica Federal do Paraná – UTFPR
Location: Curitiba, Brazil
Packaging Contents: Tapioca (typical food from northeast of Brazil)
Packaging Materials: Paper
This is an academic project, made for the subject Packaging Design of my Bachelor’s in Design degree. The main purpose of the project was to do a redesign for any food packaging that we consider having major issues.
I chose this brand – Sabor da Paraíba – that sells pre-made Tapioca, a typical food from the northeast of Brazil. The original packaging doesn’t have any graphic information, just a questionable logo and the legal elements required. It’s sold on a vacuum plastic bag, no boxes or anything. So, basically I had a blank background to start with.
For this project, one of my main objectives was to do an eye-catching packaging that really sells the product and honour the rich culture of Brazil’s Northeast region. So, first, I designed a logo inspired in “Senhor do Bonfim” ribbons, that are very common in Salvador, Bahia. After this, I developed a pattern that resumes some of the main cultural points of the region and defined the colors, too. The colors were a very important part of this project, it was a huge responsibility to resume all the color information of that region. All this was made based on research and semantic panels done for this project.
Lastly, I decided to put the content in a box (the original is vacuum packed only) to let the product more visible in the market place.
The colors and the patterns translate in a very good way the culture of Brazil’s Northeast region. It was very difficult to synthesise all the culture information without the usage of stereotypes and pre-defined concepts.