Juréia Alimentos focuses on the commercialization of preserves, grains, flour, microwave popcorn, farofas (a Brazilian dish made with cassava flour) and sweets, as well as grain food for poultry.
In the study, we found that there were several brands being used by Juréia, which ended up causing confusion for its customers when identifying the brand.
For this change, the leaf symbol was also inverted. Before, their tips pointed downwards. In this new logo, its tips are directed upwards to convey the idea of smile, happiness. It was also chosen to directly represent the Ipê Amarelo (a typical Brazilian tree) leaf found in several regions of Brazil.
Thinking of this, as a marketing strategy, we decided to unify all logos and develop a fixed identity for the brand.
Before
After
The idea was to represent as best as possible the Ipê Amarelo leaf. Following this concept, we chose to use the Fibonacci Sequence in order to bring the most natural look to the symbol. With this, the symbol gained movement and symmetry.
For the name, we worked on the already used font, in a way that made it more imposing and made more impact, but keeping the idea of soft strokes. To do this, we use the Fibonacci Sequence again to make the name look more natural and at the same time more striking.
After
Before
Juréia Alimentos has, besides the traditional human product line, the Gourmet human product line, as well as the animal line. Above these three, we have the Juréia Indústria brand.
Therefore, there are 4 similar logos, which are applied in their different segments..
The leaves of the ipê tree symbolize the change of seasons. They convey a touch of lightness and directly resemble nature. Therefore, we chose these leaves to be used in detail in the created arts.
