The creative discussions I had with Bracai, a subsidiary of a prominent food trading conglomerate, were characterized by freedom and trust. This allowed for a truly collaborative process in designing a versatile branding strategy. The conglomerate, preparing for an IPO, required Bracai's branding to be aligned with the mother brand while meeting rigorous regulatory conditions.

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Our main challenge was to capture the lushness and vibrancy of the Amazon jungle, the fruit's place of origin, while ensuring the brand could accommodate both B2B and B2C products. In our discussions, I drew inspiration from the vibrant vegetation of the jungle, which led me to develop a language of illustrated elements. This approach provided a wide range of possibilities for patterns, colors, backgrounds, and packaging designs.

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With these considerations in mind, I presented two distinct directions to the client. The first direction showcased a fully illustrated design, immersing the audience in the ambiance of the Amazon jungle and the spirited nature of Brazil. The second direction combined illustrative elements with authentic footage of the Acai fruit itself, amplifying its authenticity and appeal.