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Futuro Party

Future Farm has announced as part of its expansion strategy, a partnership with the Brazilian super popstar Anitta. The first product from this co-creation is the party product line: Future Party. Hardcuore was invited to create the visual identity, package design, and launch campaign for this line of plant-based snacks.

Futuro Party's visual identity, illustrations and packaging design were designed to stand out and establish a direct association with pop star Anitta.

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Everything ready for the party: Fazenda Futuro feat. Anitta

Present in 31 countries, Future Farm, a plant-based protein brand, has announced as part of its expansion strategy, a partnership with the Brazilian super popstar Anitta. The first product from this co-creation is the party product line: Future Party. Hardcuore was invited to create the visual identity, package design, and launch campaign for this line of plant-based snacks.

Future Party's visual identity and package design were developed to stand out and make a direct association with the popstar Anitta. Hardcuore had three clear purposes: to include the Latin American singer in the brand’s visual universe, to position the product into the party consumption occasion, and to awake the will in the consumer through appetite appeal.

Including Anitta into the design of Future Farm in a unique way, without using a photo, was the project’s main challenge. The singer’s schedule made it impossible to produce a photo shoot session for the package. We took advantage of this limitation and turned it into a visual solution, working with realistic 3D illustrations.

The illustration allowed us to create an exclusive outfit styling for the singer, which was inspired by the brand and became the foundation for the campaign publicity photos. This decision for illustration also gave us more freedom to work on poses, expressions and acting.

To bring a contemporary aesthetics that represented the future, Hardcuore explored a language that brought the illustration style closer to game avatars. The association with the singer has generated, so far, the addition of over 40,000 followers to the brand on social media, and the line is a sales hit in Brazil.

Credits

  • Agency
      HardCuore®
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • HardCuore Team
      Fernanda Rodrigues, Breno Pineschi, Rafael Cazes, Jonas Póvoa, Nicole Morim, Lucca Pineschi, Pedro Henrique Ferreira, Roma Jo, Leonardo Borges, Deborah Zapata e Renata Garcia