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The rebranding of Camponesa aimed to establish a distinctive, more premium position within Alvoar’s dairy portfolio by drawing on the brand’s roots in Minas Gerais. Inspired by the region’s hospitality, creativity and culinary traditions, the new positioning centres on the purpose “To make affections new flavors”, supported by the Creator archetype and the tagline “Flavor is created together.” The visual identity evolved the brand’s familiar white, dark blue and orange elements into a more contemporary and premium system, with expressive typography and a stronger “C” symbol inspired by milk. The rebrand extended across packaging, verbal identity, retail and point-of-sale experiences, incorporating Minas Gerais-inspired recipes, sensory tasting experiences and personalised digital recipe suggestions to create a warm, creative and engaging connection with consumers.Teams spotlight
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