The scope of this project involved pitching a few different potential brands for a new-to-market imported aged cachaça.
The first concept, titled Ocelote aims to identify with the lifestyle of our target market. The sleek, upscale look of the bottle and custom type treatment would look right at home on the shelves of the hottest night club.
The second concept, named Iguaçu is named after a well-known waterfall in cachaça's home country, Brazil. The idea driving this concept is that our target market is open to, and seeking, new, experiences. The value this brand would offer is a seemingly authentic Brazilian experience while staying north of the equator.
The final concept is titled Boi, the Portuguese word for ox. This brand aims to highlight the genuineness of this product. The name reflects the fact that the sugar cane that makes this particular cachaça is transported through the hills of Minas Gerais in an ox-driven wooden cart. An antiquated tradition. Our research suggested our target market appreciates the value that this story tells about the product.
