Baianí Chocolate

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Agency: Plau
Creative Director: Rodrigo Saiani
Project Type: Produced, Commercial Work
Client: Baianí
Location: Rio de Janeiro, Brazil
Packaging Contents: Chocolate
Packaging Substrate / Materials: Paper
Printing Process: Offset + Silkscreen

Cocoa has been in Baianí’s families for centuries. The fruit’s beans seeded a passion that united Juliana and Tuta Aquino in one drive: to show the power of chocolate made in Bahia. The tree-to-bar chocolate they make is ready to take on the world.

The branding and packaging idea: From Cocoa to Soul. Baianí’s activities are rooted in fair-trade practices and excellent labor conditions. We translated the tradition of Bahia cocoa and chocolate by designing an envelope packaging – a love letter, if you will.

Cocoa-inspired arabesques (we called them Baianesques), serigraphy printed seals with each product’s description create the perception of a product that has been around for long.

The typographic palette includes the lettered logo, Delvard, from Typotheque, Italian Plate from Playtype, numbers from Baleia, an unpublished typeface from Álvaro Franca, Arek, from Rosetta Type, each one with its purpose in the system, as specific as they may be.

The wordmark is based on turn-of-the-century sign-painting, a time where cocoa was taking flight in Brazil and the world and the color palette changes, according to each type of chocolate they make.

What’s Unique?
Envelope shaped chocolate packaging – with silkscreened seal, the shape of the chocolate was an integral part of the design and deserved as much consideration as the package itself

The chocolate bar
The bar was a chapter apart in the making of this product. Being a dense, cocoa-rich chocolate, always above 70%, the consumption is almost never immediate. We went through many iterations to find the right balance between making it easy to save for later, while making it look as good as it tastes. The fact that their name had an even number of letters helped us find the solution.