Brazilian Biscuits: HAPPY GOODS

Credits & Description:

Advertiser: ANIB (BRAZILIAN BISCUIT INDUSTRY ASSOCIATION)
Agency: GAD'
Category: Other Consumer Products (including Durable Goods)
Strategy Assistant: Juliana Mesquita (GAD'Lippincott)
Designer : Vicente Rossi (GAD'Lippincott)
Strategy Manager: Cristina Shen (GAD'Lippincott)
Designer : Leonardo Peres (GAD'Lippincott)
Art Director: Luana Alvares (GAD'Lippincott)
Designer: Luca Bacchiocchi (GAD'Lippincott)
Executive Director : Luciano Deos (GAD'Lippincott)

Client Brief Or Objective
Develop a brand strategy and identity for the brand "Brazilian Biscuits" that will position the Brazilian baked goods industry as an important world player. As the 2nd biggest baked goods industry in the world, the association that represents all baked goods producers in Brazil needed a brand that could open a relevant dialog with international buyers and would position the Brazilian industry in a proprietary way, especially when all other players are industries represented by national brands, giving the market a very traditional perspective.

Outcome
The baked goods association is mainly composed of presidents and CEOs of Brazil´s most relevant baked goods companies. Though very familiar with millions and tons sold, the freshness of this brand came to instigate these leaders to rethink the way they communicate with buyers and to understand that thinking outside the box can also be a way to gain relevance in one's marketplace. Having a positive and emotionally engaging brand was exactly what the client needed to draw attention from buyers and to give Brazilian baked goods the relevance it deserves in the international playing field.

Brief Explanation
Create a brand strategy and identity that:- expresses Brazilian attributes- is impacful- is recognizable to relevant audiences- reflects Brazil´s great relevance in the baked goods industry - engages its audiences on an emotional level The brand's name "Brazilian Biscuits" didn't deliver all of the industry's potential.

Implementation
Cookies and cakes make people happy. Brazilians are known for their joy. A name change was proposed. From "Brazilian Biscuits", "baked goods" is a more proper description for the industry, and from that HappyGoods was created. The brand was designed as a consumption brand more than a traditional corporate brand. The colors were inspired on baked goods plus the Brazilian flag (yellow and green). The side signature "baked in Brazil" concludes the understanding of the message. Happiness appears on the happy faces used even on business cards, and on the texts that communicate the "special ingredient" Brazilians bring to the market.