
Melitta Saint John
Melitta São João
CLIENT
Melitta
AGENCY
A10 - Ideas that transform
YEAR
2022
DISCIPLINES
Packaging
TECHNICAL SHEET
Design, 3D and Motion: Gustavo Virgilio
Coordination: Glicério Rocha
Creative Director: Margot Takeda
Illustration: Rogerio Pedro
Finalization: Fernando Gorgoll
In celebration of the Junina festivities, Melitta is launching a special edition packaging in the Northeast, honoring one of the region's most beloved traditions. The packaging combines the spirit of the São João festivals with the brand, strengthening its presence in the region.



DESIGN INSIGHT
The concept for the packaging was born from a careful cultural curation, aimed at capturing the essence of the traditional Junina festivals in the Northeast. The artwork features a coffee cup from which, in the shape of smoke, emerge typical São João elements, such as couples dancing and traditional accessories. Rogério Pedro, an artist with a distinctive style, was chosen to create this illustration alongside the design team, translating the joy and authenticity of the celebration. The commemorative packaging was launched as a limited edition for the region’s markets during June and July, making the product even more present on the tables of Northeastern consumers.

