Branding
SEVERAL OTHER BRAZILIAN
BRANDS
The Biscoito Globo is a famous Brazilian
biscuit that was made in 1953 by three
brothers. At first, they sold biscuits on
the street but they quickly recognized
the potential of their product. The biscuit was named after the bakery that
first baked these biscuits for them.
Later, the production was shifted to
several other bakeries. The biscuits
were sold at the Rio de Janeiro beach
and this tradition still remains. So, the
next time you find yourself at this
beach, just wait to hear “Olha o Globo!”.
Be sure to try some and take note of
the bag, which is also reminiscent of
simpler times. The bag has characteristic twisted upper corners and a large
two-colored illustration of a figurine
with a globe instead of a head. You
cannot miss it!
In February 2015, Zezé biscuits and the
creative agency, Mark+, launched a
marketing campaign, “Feeding New
Friendship”. The main idea was to
connect people by making a designated seat for passengers who want to
make friends. They even provided
post-it notes with different subjects
that are suitable for starting conversation. Zezé biscuits were founded in
1968 by a Portuguese immigrant and
his children who decided to start an
independent bakery. The brand uses
social media to reach their consumers
and the packaging is made in-line
with modern tastes - simple, clean
and familiar.
A texture made of biscuits is used to
brand the Piraquê products. This is a
food company based in Rio de Janeiro
and, despite the name, which can be
translated as “the fish intake”; it started
doing business in 1950 as a biscuit
manufacturer. The brands rarely use
their own products to make a “background“, but repeating a main product
and avoiding additional elements can
be a good way to make a statement
and pop-out on the shelf.
The Passatempo biscuits are another
Brazilian favorite. Initially made for
children, with linear drawings on the
sandwich biscuits with a cream filling,
they became a range of different products under the Nestle brand. The visual language is still strong, with big
bold red letters on a white background
as the main element, accompanied by
a mascot for kids and nutritional information for parents who are deciding
what to buy.
The biscuits, Aymoré, have been a part
of Brazilian culture for over 90 years.
The company is now a part of the
Argentinian Arcor Group. The Aymore
logotype shows a running Indian boy
with feathers on his head. This is reminiscent of the long tradition of the
brand. Other elements of the whole
product range are from this time. The
brand follows the well-known formula
of a red logotype with a white border
placed on a blue background. Yet, by
choosing a different shade of blue, it
feels much less aggressive. The majority of the range has similar branding,
with two or three blocks of color. Here,
blue is used as a primary color to
make a distinction between the varieties. The design uses strict lines and
fields that help it to distinguish the
brand among other designs, which
mostly use fluid forms.
With so many biscuit brands worth
mentioning, it was a hard task to
choose what to show. I decided to start
with the top company and show what
happened to the brands that were
acquired by it. Some of them became
quite similar, whilst others managed to
keep their distinctive features. By looking at the design, one can notice the
resemblance between the business
decisions of M. Dias Branco and the
globally known, Mondelez. What will
happen with brands that have lost
their “look” and character is yet to be
seen. The strong ones will stick with
this market for a while longer. The
other part of this market overview includes slightly smaller brands, which
have been selected by their particularities in different segments of communication. The Brazilian biscuit market is very dynamic and competitive
and it is not an easy task to remain relevant. One must always be on the
watch and be quick
to move in the
desired direction. l
9 Escureto - the Richester brand’s response to
the popular Oreo
10 Nestlé targeted Oreo lovers with the
Negresco brand
11 The Grãos da Terra range by Aymoré biscuits
12 The Marilan brand has a wide portfolio of
biscuits under the one mosaic heart
13 A texture made out of biscuits by Piraquê
14 A vibrant Bauducco tin of chocolate biscuits
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