In March 2021, Taiana Braga and I we were prompted by IADE and Valformoso to perform the latter’s rebranding and its’ new packaging and stationery under the Communication Design Subject, where all 2nd Grade students who were enrolled in the degree at its’ 4th semester were required to do so.
Based in Ribeira Grande, in the São Miguel Island, the Azorean-based dairy brand Valformoso is a brand that fulfills its’ passion with dairy products such as cheese and butter, and the prompt of the rebranding exercise was precisely to design a logo that would reflect their passion and roots, plus implementing the new logo in their products’ lineup, with the brand’s ambition to turn into a best-seller in dairy products in its’ domestic market, Portugal.
Since 1995, Valformoso has never had any sorts of rebranding nor logo change, where the winner of this challenge would be awarded with the due implementation of the rebranding proposal.
Placed 1st, our efforts in the rebranding project were focused in giving Valformoso a more mature, fresh and contemporary look, using a strong blue tone and turning the logo into a mostly typographic one, based in a lightly modified version of Felix Braden’s Arpona font, where the serifs were smoothed to lighten the weight of the font. For the final touch, the daisy, that makes an appearance in the current Valformoso logo, gives it a natural and calm stance to our prompt.
Moreover, the implementation of the brand, the packaging and stationery is paired with an illustration that represents the Azorean sights of mountains and its’ fauna and florae, like the cows and small plants.
The packaging of the items, which includes an array of products such as butter and Flamengo, llha and cream cheeses, reflect the prompt of turning Valformoso into a more contemporary yet mature and fresh brand, where the construction of elements that allowed to elaborate this rebranding project were headed in the direction to create a family effect and direct link between all the products of the brand.
Within each product, they are differentiated with an array of colors that codes them and helps the consumer to make their choice within the Valformoso lineup, alongside the characteristic illustration of the brand.
A Pureza dos Açores.
