Docile's new packaging is awarded in International Festival

The agency Narita Design & Strategy, specializing in strategy and visual identity, was awarded for its project of repositioning the brand of Brazilian sweets Docile in the Lusófonos prize of creativity, which is based in Portugal and dedicated exclusively to Reward, honor and debate the advertising and communication markets of the Portuguese-speaking countries. In the process of repositioning the brand, the agency was called to seek the conception of a new design, which was able to boost the expansion of the company, which is familiar and has more than 80 years of history. The project was designed through a process that connected to the emotional of consumers, immersed in their interests and identifying the sensations aroused by each product at the time of consumption, thus were accessed codes that translated the relationship Of consumers with the universe of goodies: surprise, Discovery and fun. These insights were indispensable for the construction of the new Docile logo, which was inspired by the owners ' handwriting, carrying the strength, tradition and passion of the managing family. The form that sustains the logo is born of Caramel, which gave rise to the first produced bullets, reflecting a dynamic and moving brand, which brings joy and fun. In the packaging, an iconic and disruptive visual was adopted, which explores, with great emphasis, the empowerment of the brand in relation to the major players of the category.