You all may remember Dimaquina for the vibrant work they did on the Popfish packaging awhile back. Well, Daniel Neves, the creative director of the firm, just sent a recently completed packaging and logo redesign project for Coca Cola Brazil for a brand of sodas sold there:
"CHALLENGE: Aquarius Fresh must disrupt traditional graphic codification of sodas in Brazil and repositioning the brand as the main product reference in brazilian market category.
PROBLEM ANALYSIS: Aquarius Fresh has a colorized liquid, in opposition of other brands. So, colour was the starting point to our strategy going through a sensorial experience and it defines as main element of our visual identity system.
RESULT: We wanted to amplify and change perception of the product in associating Aquarius Fresh to a new experience on consuming. It implies not only in an act of drinking, but an act of seeing, imagining colours and estimulates creativetly associations of different sensorial experiences. Thus, we came over with Synesthesia main idea and create the claim: Aquarius Fresh is drinking a colour! Through Aquarius Fresh liquid colours, we've looked for an packaging experience of our claim as most intense as possible on label and bottle. We made several studies in printing to bring enough luminosity and transparency onto label and to make the aesthetics effect we desired. It was fundamental that graphic design have a graphic system extremelly simple, clean and iconographic to aim the best result. From this point, colours itself did the rest."
See more photos after the jump.
