Catuíra is the brand of a line of artisanal gourmet cheeses from the Araxá micro-region in Minas Gerais. For the design of the brand identity and labels, O3 Design was sought out as a development partner.

The challenge

To create the identity design for a gourmet cheese with a designation of origin from the region of Araxá – MG. A cheese that is the first product of the Catuíra brand and which seeks to position itself as a premium product with noble characteristics and artisanal production, without appearing rustic.

The solution

We looked for elements of local history and Portuguese colonization, such as the fonts and arabesques used. We also sought to clearly communicate the origin of the product. We used the color blue, which conveys nobility and creates an excellent contrast with the yellow of the cheese. At the same time, by using a clean and simple composition, we managed to make the product stand out from its competitors.

The result

The identity design for Araxá cheese from the Catuíra brand added a lot of value to the range. The combination of a well-designed brand and attractive labels enabled the company to launch its products successfully. Entering the markets where it operates has become much easier thanks to the visual strategy adopted.