Do Bem™

After 10 years of existence, do bem™ decided to change. Hardcuore was responsible for refreshing do bem™'s visual identity, redesigning all of the brand's packaging, as well as creating its new characters.

We redesigned the brand and all the packaging. Evolving the visual universe to give the characters greater prominence.

Read more about this project

With a new look and a more modern format, we have updated the packaging design of the entire main line of do bem™ drinks.

We have recreated the brand's photographic language and have extended the new visual identity to lifestyle items.

We created the brand relaunch campaign called 'Fake vs Real,' which reinforced do bem™ commitment to authenticity in an era of fake news and artificial beverages.

The new characters gained prominence in digital communication and were the protagonists of the campaign we created for the brand.

See our works

Film
Design
Communication

Tired of sameness

Created in 2009, do bem™ was born out of the desire to change the beverage market. Its purpose has always been very clear: to facilitate and help simplify people's lives by offering natural juices without chemical additives, straight from the box. In fact, the brand was the first to launch whole orange juice in this packaging format in Brazil.

Do Bem has won over Brazilian consumers by being a healthier option and has innovated an entire category that used to sell juices with preservatives, sugar, and low fruit pulp content.

Hardcuore has worked with do bem™ for twelve years, since its inception. It has been present at all stages of the brand, even when it was acquired by Ambev, during a time when the company was expanding and diversifying its product portfolio.

After 10 years of existence, do bem™ decided to make a change. We were responsible for creating the brand book and refreshing its visual identity. We redesigned the logo and all of the brand's packaging, incorporating more color, innovation, and irreverence. In addition, Do Bem gained a new font and new characters for this exciting new phase.

A trademark on the juice boxes, the illustrations of the characters were created with the creative direction of Hardcuore and developed in conjunction with Birdo Studio. The characters also came to life in the brand's digital communication, bringing good humor and being more than just a classic packaging element.

Competing for space with industry giants, do bem™ has grown and become present not only in Rio de Janeiro, its city of origin, but also in 18 states in Brazil.

Credits

Agency
Creative Direction
HardCuore Team