Box Mineiro

A small river named Duden flows by their place and supplies it with the necessary regelialia. It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control.

  • PROJECT FOCUS: FOOD & FRANCHISE, RETAIL
  • Services: Branding, design, User Experience, strategic plan and marketing resources
  • Year: 2019

Box Mineiro - A brand strategy that accentuated the personality of an internationally expanding Brazilian fast-food franchise.

Challenge

For years, consumers considered fast food as unhealthy food. To reframe this perception and position its brand as the healthy and “traditional” home cooking alternative to fast-food, BOX MINEIRO asked us to help develop a new identity and direct-to-consumer strategy.

Solution

Because Box Mineiro was ready for its next phase of expansion, from revamping the franchise model and network, to adopting new technology and process – We established a position that was distinguishable within a saturated fast-food category by complementing its brand with a traditional personality and soul-food oriented voice. 


To activate our refined strategy, we developed a brand ecosystem that was friendly, colorful and expandable to the international market with expressive visual languages of food in a box.  We applied this language to various touch points, including POS, packaging, Franchise sales collaterals, advertising, social, and retail.

BRAND STRATEGY

BRAND IDENTITY

BRAND MESSAGING

BRAND GUIDELINES

MARKETING PLAN

TALENT/MATCHMAKING

GO-TO-MARKET STRATEGY

ART DIRECTION

CONTENT PRODUCTION

U.S. MARKET STRATEGY

01. Brainstorming

Even the all-powerful Pointing has no control about the blind texts it is an almost life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar unorthographic.

02. Wireframe

Even the all-powerful Pointing has no control about the blind texts it is an almost life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar unorthographic.

03. Development

Even the all-powerful Pointing has no control about the blind texts it is an almost life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar unorthographic.

“

The people in charge, globally, are maniacs. They are maniacs, and unless we do something about it these people are going to deprive us of a future.

Thom Yorke, Musician @ Radiohead

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