Future Farm 2.0

Hardcuore was responsible for the branding and visual identity of Brazil's first foodtech focused entirely on the production of plant-based proteins. We worked on building the brand's strategy and positioning, also developing the language, graphic design of the packaging, and the communication plan for Fazenda Futuro.

Our inspiration came from graphic elements found in software programming, cryptography, computer codes, and image collages.

Read more about this project

Fast forward arrows on the smile indicate: let's accelerate the change towards more sustainable eating.

“We hacked” the system. Graphic elements inspire a proprietary language that challenges the status quo without losing irreverence.

We drew inspiration from graphic elements of software programming, cryptography, computer code, and image collaging.

Our project won an award at the Dieline Awards 2020, in the "Fresh Food" category, where out of 94 awarded studios. We were also awarded at the Latin America Design Awards in the Branding category.

See our works

Film
Design
Communication

The Future Has Arrived

Fazenda Futuro™️ is the first Brazilian foodtech dedicated to producing plant-based proteins with the texture and flavor of meat. The brand aims to transform the market and make conscious consumption more accessible to Brazilian consumers—vegetarians or not.

The hamburger is one of the biggest symbols of consumer culture, and Brazil is the largest producer and exporter of meat in the world. However, data indicates that livestock farming is directly linked to deforestation in the Amazon. Following a trend where 70% of the global population seeks to reduce or eliminate meat consumption, Fazenda Futuro™️ emerges to revolutionize the way we consume proteins.

From the outset of this project, we worked on building the strategy and positioning, developing the branding, creating the visual identity, language, graphic design of the packaging, and the communication plan. Our inspiration came from graphic elements found in software programming, cryptography, computer codes, and image collages. Thus, we applied a "visual hacking" approach that reflects the brand's provocative attitude, challenging the status quo without losing irreverence.

That’s why the symbol of Fazenda Futuro™️ is a smiley face. Instead of eyes, we chose to add fast forward arrows. It serves as a reminder that we need to accelerate the change towards more sustainable eating, seeking the best possible future. An invitation to revolution.

The smile also appears on the detachable mini table tent on the side of each package, encouraging interactions and adding a design touch to each consumer's personal creations. The icon becomes a tool for connection with the purpose and with others, strengthening the brand's community and making it truly shareable.

This project, in addition to being mouth-watering, has earned us awards such as the Latin America Design Awards in the Branding category in 2019 and the Dieline Awards 2020, considered the "Oscar" of packaging in the "fresh food" category.

Credits

Agency
Creative Direction
Lead Design
HardCuore Team