• Tapioca Sabor da Paraíba (Student Project)

    Design Agency: Camila Husch
    Project Type: Student Project
    School: Universidade Tecnológica Federal do Paraná - UTFPR
    Course: Design
    Location: Curitiba, Brazil
    Packaging Contents: Tapioca (typical food from northeast of Brazil)
    Packaging Materials: Paper

    This is an academic project, made for the subject Packaging Design of my Bachelor's in Design degree. The main purpose of the project was to do a redesign for any food packaging that we consider having major issues.

    I chose this brand - Sabor da Paraíba - that sells pre-made Tapioca, a typical food from the northeast of Brazil. The original packaging doesn't have any graphic information, just a questionable logo and the legal elements required. It's sold on a vacuum plastic bag, no boxes or anything. So, basically I had a blank background to start with.

    For this project, one of my main objectives was to do an eye-catching packaging that really sells the product and honour the rich culture of Brazil's Northeast region. So, first, I designed a logo inspired in "Senhor do Bonfim" ribbons, that are very common in Salvador, Bahia. After this, I developed a pattern that resumes some of the main cultural points of the region and defined the colors, too. The colors were a very important part of this project, it was a huge responsibility to resume all the color information of that region. All this was made based on research and semantic panels done for this project.

    Lastly, I decided to put the content in a box (the original is vacuum packed only) to let the product more visible in the market place.

    What's Unique?
    The colors and the patterns translate in a very good way the culture of Brazil's Northeast region. It was very difficult to synthesise all the culture information without the usage of stereotypes and pre-defined concepts.

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