Rebrand
Frizata
Frizata
Project nature: Branding
Role: Brand Manager / Creative Leader
Situation
Frizata is an Argentine foodtech whose proposal is to bring quality food at affordable prices to more people. This is possible with a D2C logic, cutting costs such as distribution, waste, storage and purchasing space in supermarket chains.
In Frizata's expansion project, developing in the Brazilian market is crucial, and for this the brand needed a stronger identity to stand out in a very competitive environment.
Task
Alongside with the Floreser consultancy and Colírio agency, we rebuilt the verbal and visual identity of the brand, seeking different possibilities without losing consistency.
Action
Along with the transformations in the verbal identity, we adjusted the brand concept from Saboreie o Simples , to Saboreie a Vida Real, which conveys more of the brand's purpouse of bringing everyday food with quality and flavor so that you have more time in your routine without giving up from having nice meals.
The logo also got some adjustment, as did the color palette, which evolved into more balanced tones.
New color palette
We developed some visual elements that resemble tiles – present in the kitchen walls, which is the space where our products live – and defined the photographic mood in order to show the quality and versatility of our products, without making them gourmet or inaccessible. It's everyday food with flavor, quality and convenience.
With the new guidelines in hand, we worked internally to transform the look of the campaigns and make Frizata a more cohesive and interesting brand at all points of contact.
Before
After
In addition to all the brand communication, adjustments to packaging and the creation of new packaging for new product lines were also necessary, such as Marmitas (ready meals) and Choco Berries.
