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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.

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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.

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