B, The Honey-Cachaca Stinger: B HONEY CACHAÇA LOGO

Credits & Description:

Category: Logo Design

Advertiser: B HONEY CACHAÇA

Product/Service: ALCOHOLIC DRINK

Agency: PEREIRA & O'DELL

Brand Design Director: Patricia Ebner (Pereira O'Dell)

Chief Creative Officer: Pj Pereira (Pereira O'Dell)

Brand Design Director: Raimundo Favacho (Pereira O'Dell)

Media placement: B Logo - B Honey Cachaca Bottles, businesscards, straw tags, cooler - 1 June 2011



Describe the brief from the client

A ‘B’ honey cachaça sting shot is a new Brazilian rum liqueur that blends the sugar-cane rum with honey and a touch of lime.



Describe the challenges and key objectives



The design team was charged with changing the demographic target for Brazil’s native rum. They needed to make a drink like cachaca, a once popular drink among lower working class, a sophisticated and glamorous one. Additionally, cachaca has always been perceived as an extremely strong drink, with high alcoholic content - and mostly a male audience. "B" is intended mostly for women. Its recipe milder and sweeter than traditional cachacas.



Describe how you arrived at the final design

Brand Identity is featured in 2 bold colours: yellow and black, yet bottle is printed in a single colour against the amber content. The 'B' bottle allows the golden hue of the liquor to drive the design. The simple black logo echoes both a bee and a drop of honey, and the initial 'B' has an exaggerated serif as a stinger.



Give some indication of how successful the outcome was in the market

B is designed to stand out on its main environment: bar walls, and eye level in the supermarket. The striking simplicity of the identity has attracted consumers throughout Brazil. This success has led the brand's owners, including Formula One race-car drive Nelson Piquet Jr, to a United States launch in Q4 of 2012, with a clear path to additional countries.