Ana Couto Branding & Design

Coca-Cola – Kuat

Challenge

After eight years on the market, the guaraná soft drink packaging was asking for a face-lifting.

The Visual Language was very inconsistent with the product and the communication hierarchy. Red is suggestive of artificial flavor, very sweet, and the color black escapes from the category pattern.

The new Kuat Guaraná packaging must place emphasis on the guaraná fruit and all things Brazilian and translate its suavity, modernicity and youthfulness to consumers.

Solution

The identity of Guaraná Kuat was emphasized, aligned with concepts such as: modernicity, suavity and lightness.

The new packaging line gained more life and a modern design that transmits the new Kuat brand attributes.

The icon with the guaraná fruit was highlighted to reinforce the “natural” concept together with the colors – red and green – that also valorize this aspect.

Results

After the introduction of the new line of packaging, Guaraná Kuat is now perceived as being very modern to the market. In a recent survey, 80% of the young people interviewed said they felt stimulated to buy Guaraná Kuat.

"The appeal of the new visuals promises to heat up sales even more: 90% of the interviewed consumers said they prefer the new look of Guaraná Kuat when compared to the competition.”
Mônica Horcades - Marketing Director at Coca-Cola (2005)