BRANDING & PACKAGING

THE BRIEF

Create a visual identity and packaging design for Brazilian cheese bread.

BeHo is a family-owned business producing Pão de Queijo in Chile using a homemade recipe. At the time of the project, Brazilian cheese bread was not yet established in the Chilean market, so the visual identity and packaging needed to attract attention while introducing consumers to the product and educating them on the different ways it could be enjoyed.

THE SOLUTION

I developed a bold visual identity featuring a vibrant colour palette and a minimalist design approach to create a distinctive presence on shelf. The visual language was designed to capture attention while introducing consumers to an unfamiliar product through clear imagery and serving suggestions. The identity also communicates the product’s key attributes: versatility, flavour, and its soft, fluffy texture.

The packaging showcases the product within the brand logo, creating a direct visual link between the product and the brand. Transparency reveals the product across its three different sizes, allowing consumers to see exactly what they are purchasing while reinforcing brand recognition. Although I was limited to a single colour due to budget constraints, the project successfully achieved all its KPIs.

I also directed the photography to ensure consistency with the visual identity. The imagery was intentionally clean and minimalist, enhanced by accents of colour that reinforce the brand’s distinctive visual language.