Branding brothers , Jose and Orlando . Over the years , they continued to invest in im - prove ment and growth . Their first big success with consumers was made with the launch of Pepita wafer in 1950s and the brand , Fortaleza . Ten years later , they introduced Petit Beure and the factory mascot , Fortinho . In 1992 , the company expanded the scope of work and opened its first mil - ling factory . Flour was added to their portfolio . Finally , in 2003 , the biggest acquisition took place , with M . Dias Branco becoming the owner of Adria Alimentos do Brazil , becoming the largest biscuit and pasta manufacturer in the country . Since then , mergers and acquisitions have continued to play an integral part of the company ' s growth and are executed regularly . The M . Dias Branco owns more than 15 popular biscuit brands in Brazil . Some of these are Adria , Isabela , Richester and Zabet . The acquisition of Adria in 2003 roc - keted the company ' s sales . A family of Italian immigrants built the Adria in 1951 . It produces pasta , biscuits and rusks . The brand offers a range of bis - cuits for every occasion - wafers , break - fast and butter biscuits , etc . The whole range is extremely well uni - formed and the brand can be instantly recognized . The Adria logotype is really strong - a red square with white letters are placed on the dark blue segment of the packaging , consistent not only in shape and color but also , in position . The top left corner is always reserved for the logotype . The rest of the pac - kaging is designed with a variety of products in mind , with designated pla - ces for every element . When the basics are done well , it is easy to design
Branding brothers , Jose and Orlando . Over the years , they continued to invest in im - prove ment and growth . Their first big success with consumers was made with the launch of Pepita wafer in 1950s and the brand , Fortaleza . Ten years later , they introduced Petit Beure and the factory mascot , Fortinho . In 1992 , the company expanded the scope of work and opened its first mil - ling factory . Flour was added to their portfolio . Finally , in 2003 , the biggest acquisition took place , with M . Dias Branco becoming the owner of Adria Alimentos do Brazil , becoming the largest biscuit and pasta manufacturer in the country . Since then , mergers and acquisitions have continued to play an integral part of the company ' s growth and are executed regularly . The M . Dias Branco owns more than 15 popular biscuit brands in Brazil . Some of these are Adria , Isabela , Richester and Zabet . The acquisition of Adria in 2003 roc - keted the company ' s sales . A family of Italian immigrants built the Adria in 1951 . It produces pasta , biscuits and rusks . The brand offers a range of bis - cuits for every occasion - wafers , break - fast and butter biscuits , etc . The whole range is extremely well uni - formed and the brand can be instantly recognized . The Adria logotype is really strong - a red square with white letters are placed on the dark blue segment of the packaging , consistent not only in shape and color but also , in position . The top left corner is always reserved for the logotype . The rest of the pac - kaging is designed with a variety of products in mind , with designated pla - ces for every element . When the basics are done well , it is easy to design
“ Until the mid 1990s , and the implementation of " Plano real ", this huge biscuit sector was mostly made of family businesses .”
packages for new products . All that needs to be done is to adjust the colors , typography and composition of the biscuit illustrations to emphasize the character of the biscuits inside . Adria redesigned its packages at the be gin - ning of 2014 , with the launch of the Gold Line and Plugados . The existing pro ducts have been revamped accor - din gly , yet there is still the same re - cognizable feel . Plugados are playful sandwich biscuits made for younger “ online ” generation . This product uses “ www .” and “@” as elements of the name . The shape of the biscuits follows the idea and uses smiley faces and other symbols that are used in online correspondence . An almost identical approach was used when designing another biscuit brand owned by M . Dias Branco - Zabet . These use a red logotype and white letters in the top left corner and a blue background to emphasize this . Even the origins of the brand are similar to Adria ' s . The company was founded in 1955 by the family of Spanish im - migrants and became popular for its family size packaging . At the begin - ning of the 2000s , the company was sold to Adria and , later , together with Adria , be came an acquisition of M . Dias Branco . The third “ cousin ” that has the same vi - sual features is Isabela brand , the
leading biscuit brand in the Southern part of the country . The difference is in the color-coding of products . This brand does not use blue as the same “ roof ” for every product . The back - ground colors vary with flavor and type . All three brands have slick brand web sites , which have been made to compliment the head company . Ad - ditionally , the last brand has an im pressive gallery of product photographs that look delicious and tempting , evo - king an appetite for the biscuits that are pictured . The secret is that all of the products are shown “ naked ”, without packaging , and look fresh , home-made and ready to eat . One visually different brand that is made by this company is Pilar . This has a few dozen different biscuit products , which are covered in its signature dark purple color . However , there is cur - rently one that is distinctive . The brand launched special edition Retro crac kers to celebrate its 140th birth - day . Today , white is rarely used as a background color . Pilar have used it as a base color and applied a geometric texture of red , green and blue dia - monds . The illustra tion is flat and every element follows the two-di - men sional grid . The result is a com - plete contrast of the trends that can be seen today and it is very ap pealing . The last M . Dias Branco biscuit brand in
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1 Fortaleza ad made by an excellent art director Ariston Quadros
2 Adria Gold Line was a starting point for a brand redesign in 2014
3 Plugados brand made to attract the younger " online " generation
4 Zabet and Adria share the same design philosophy
5 The packaging of Isabela Leite , similar to Zebet and Adria above 6 Brazilian Passatempo biscuits now owned by Nestlé
7 Amori wafer in a triangular shape made by Richester - a brand with two hearts
8 The special retro edition for 140 years of the Pilar biscuit brand
BISCUIT WORLD • Spring 2016
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