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A departure from Easter Packaging design clichés

A departure from Easter Packaging clichés, Casa Rex, Brigaderia, packaging, Asia
BRAZIL –
For Easter this year, local confectionery store Brigaderia introduced a new series of packaging that moves away from conventional Easter design clichés.

A departure from Easter Packaging clichés, Casa Rex, Brigaderia, packaging, AsiaDeveloped by international design consultancy Casa Rex, the Special 2012 Edition Easter packaging recreates advertising prints from the 50’s and 60’s, and uses the brigadeiro sweets as the focal point.

“We adapted old prints that had been used to promote popular products such as margarine, soap and even a television – all of which have nothing to do with brigadeiros,” explained Gustavo Piqueira, head of Casa Rex and also the creative director of the project together with Samia Jacintho.

A departure from Easter Packaging clichés, Casa Rex, Brigaderia, packaging, AsiaThe collection features presentation boxes that contain either 12 brigadeiros or six mini chocolate eggs, as well as trays for big Easter eggs and stickers for individual packs.

Casa Rex also created tags with the wording from the prints of the Special Easter Edition.

“What makes the new packs unique is the positioning of the brigadeiros where the old products used to be. By combining vintage images with vibrant colors, the visual identity becomes a picturesque representation of old advertising set within a new context.

“At such times of the year when brands tend to use similar visual codes, there is nothing better than getting away from cliches.”

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