Just how does one present a totally new product while convincing consumers to try it? This was the challenge in this project and we solved it through label design.
Butternut squash is a world wide best seller, but not really so well known in Brazil. It is a very versatile product, that allows preparation of an infinite number of dishes, and is packed with healthy nutrients.
We used the naming process to create the product name. After some research we arrived to Batã, which means butter in japanese, transmitting the attributes of the product. A simple name, easy to remember, pronounce and spell. Something that is reminiscent of creaminess.
After ascertaining the name, we proceeded with other aspects of the branding design: the logotype creation, packaging and label design, box design and point of sale campaign.
The package consists of a net, connected to a tag, which contains the Batã butternut squash information. Recipes were added to inform the consumer about different ways to cook the product.