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At Hardcuore, we had the pleasure of translating this audacious goal through branding, visual identity and packaging in order to set a progressive tone at every customer touchpoints while not scaring off meat-lovers – which is groundbreaking for this segment in Brazil.
On the side of each package there is a special detachable pin or mini table tent with the future smile applied. That’s a way of encouraging interactions with the brand by creating a ritual for sharing recipes and personal creations with Fazenda Futuro’s meat. We’ve opened up the code to generate engagement and create a community around the products specially through social media.
The solution involved playing around with the brand’s voice and graphic elements inspired by hacktivism and computational language. The visual system embraces coding and programming aesthetics with the use of special characters and ASCII art. Also, the brand’s icon is a smile with fast forward eyes, presenting a way for a better future.
Fazenda Futuro™ (Future Farm or Hacienda Futuro) is the first brazilian foodtech to create plant based alternatives for meat without losing flavor or texture. The purpose is to lead a change in the market so that new possibilities for conscious consumption are accessible for all brazilian consumers, vegetarians or not.
The design was also developed taking into account the innovative aspect of the brand, which intends to launch more than 20 types of plant based proteins. The di?erent cut-out window on each one creates a visual system that allows visibility and gives credibility to the product while also valuing its unique characteristics through geometric shapes. This is very important when we think of customers who are not used to this type of food.
Like a software, Fazenda Futuro’s products also upgrade their own recipes based on consumers’ feedbacks, always looking for improvement. The Future Burger already has a 2.0 version with less sodium. Also, the packaging is 100% recyclable, made with a paper sleeve and the lowest amount of plastic allowed by Brazilian legislation.
~/ Meat upgraded successfully! 😉
Fazenda Futuro currently has three products: Futuro Burger, Almôndega (“Future Meatball”) and Carne Moída (“Future Mince”). They share the space with animal meat products in the supermarket’s shelves. Therefore, we removed common visuals from the local protein packaging category to generate graphic impact, combining a clean white background with a bold, sharp and black typography. Although, we kept some aspects that resonate with the consumer’s heart and gut – like the very juicy picture at the front.
