Afável Mel
Afável Mel is a 100% natural honey produced in Vale do Taquari, RS, Brazil, that combines care for the bees, respect for nature, and the pursuit of authentic flavors. It is a handcrafted, elegant, and flavorful product, created with care and refined technique.
Location: Brazil
Role: Naming, Branding & Packaging
Date: 2023
Challenge
The proposal of a local honey, of high quality and careful with the entire production chain, challenged us to connect the local to the sophisticated, the millenary tradition to the present. Materializing in packaging that combines the rustic characteristics of its origin/terroir with contemporary and elegant elements.
Solution
To encourage honey consumption and make Afável stand out from competitors, we focus on sophisticated packaging that distinguishes the product at first glance. Understanding the terroir as the main differential, the label gives prominence to the region in which Afável is produced with the geographical contour of the Taquari Valley. The territory is presented in hot stamping on the 500g package and the 250g promotional one as the label area itself.
The brand name is also highlighted on the packaging. With a serif characteristic of classic fonts, but in a lightweight, it manages to convey, at the same time, elegance, lightness, and warmth. The logo gains another layer in the promotional packaging, making reference to a honeycomb. To enhance the product's premium air, the layout of the nutritional information is inspired by wine bottle labels.
The naming Afável was chosen to convey a series of positive attributes associated with the honey brand, such as kindness, care, quality, and sophistication, while simultaneously creating an emotional connection with consumers.
Goodies
The vintage print would evoke a retro mood, recalling the history and tradition of beekeeping.
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