Embalagem Piraquê

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Derrick Lin


Design: Sarah Turini
Location: Brazil
Project Type: Student Project
School: FIB – Faculdades Integradas de Bauru
Packaging Contents: Chocolate
Packaging Substrate / Materials: Plastic

This project consisted in choosing a brand with a strong presence in the current market and creating a new product from its essence and originality, observing aspects such as the Gestalt Law (applied to packaging), the visual identity and the company’s behavior on social networks .

Why did I choose Piraquê?
Piraquê has over 70 years of history and has a huge variety of products, among them: stuffed cookies, toast, pasta and snacks. In 1950, its factory was opened in Rio de Janeiro, initially producing savory biscuits. Over the years, it has become a popular brand among people through snacks and stuffed cookies, enabling nostalgic moments among young people and teenagers of the time.

My product idea:
Even though it is a brand aimed at classes B and C (mostly young people and teenagers), Piraquê still does not have items with a strong power to attract other groups of different age groups and different eating habits. So I thought of creating two versions of chocolate bars with less fat content, a product that also attracts the adult audience that is looking for an increasingly healthy life.

Both the old Piraquê packaging and the current one, obey a visual standard based on the Gestalt Law. The visual elements are strategically separated into abstract elements and written elements (by means of imaginary lines,) thus creating a sequence and guiding the order of observation of the whole.

The images have high contrast in relation to the background, providing greater ease of understanding and quick identification of the product. The current colors are more cheerful and fun, differentiating the product from others that are on the same shelf or bench, doubling the chances of being purchased.

70% Chocolate:
It is a good option for those who wish to try a different flavor of cocoa, replacing the fatter version with a ” healthier one ”. The color orange was chosen to differentiate chocolate 70% from 90% because it stimulates impulsivity, being thus active and sociable (next), inducing the consumption of this product more easily.

Chocolate 90%:
It is more targeted at those who have already adapted to this transition and want to go further, trying an almost natural chocolate with very little fat content. The blue color was chosen to represent 90% chocolate, this being the ” healthiest ” and with less fat content compared to 70%. This color also helps to convey a relationship of trust with the consumer.

The practicality of the packaging is due to the factor that we are able to ” tear ” the ends without much effort, facilitating faster and instantaneous consumption. Another advantage is the amount of chocolate (only 90g), ideal for a single person (it becomes practical to be carried in a bag, for example.)

What’s Unique?
It is unique because it is a product that covers different types of audiences, making it more accessible.