Quentão São Pasqual

Alleanza Winery identified an opportunity to enter a seasonal and culturally established segment that lacked design references and category standardization in retail: ready-to-drink quentão. The goal of the project was to develop a product line for Quentão – São Pasqual, creating proprietary graphic elements capable of establishing a new value standard for the product.

The main challenge of the project was the lack of consolidated design references for the ready-to-drink quentão category within the wine market. As a strictly seasonal product, the brand needed to generate immediate impact at the point of sale. The challenge was to visually connect the product to its moment of consumption and to the consumer’s emotional imagination, without relying on the traditional aesthetic clichés of the category, ensuring a differentiated positioning on the shelf.

We developed a label that connects the product’s consumption tradition to the consumer’s emotional imagery. We created an atmosphere that evokes the coziness of winter and the warmth of the product through the color palette and graphic elements, while the central image of the classic mug accompanied by spices such as cinnamon and star anise helps to tangibly convey the aroma and flavor of quentão. The result was a label that facilitates the purchase decision by clearly communicating the product’s proposal: “Ready to Drink” and “Serve Hot or at Room Temperature,” launching a new line within Alleanza Winery’s portfolio.

The project went beyond expectations. We received packaging with strong sales appeal, one that stands out at the point of sale and clearly communicates the product’s consumption experience to the consumer. The commercial result exceeded our expectations.