Minha Tia

We created the identity for the new brand of essential products by Tia Sônia, the No. 1 granola in the Northeast of Brazil.

In a commodity market saturated with generic codes, how can a brand truly stand out on the shelf? Minha Tia steps in to transform the essential into something special.

Read more about this project

In a market saturated with generic visual codes and predictable solutions, we chose a different path. The proposal for Minha Tia was to create a brand that communicates closeness, simplicity, and warmth. An identity that feels trustworthy, heartfelt, and accessible.

The creative concept started with the essential. Essential in what we consume, basic, indispensable pantry items, and essential in the connection with the consumer. The name choice reinforces this intimate, everyday, and affectionate relationship, as if buying from someone close and trustworthy: at Tia Sônia’s grocery store.

See our works

Film
Design
Communication

Tia Sônia’s Grocery Store

After its repositioning and the launch of a new identity, Tia Sônia, the leading granola brand in the Northeast of Brazil, began a new strategic movement: rethinking its brand portfolio. The goal was to expand into other essential food categories, maintaining the brand’s well-established quality standards without losing the focus and strength of the main brand.

Through a brand architecture process, the decision was made to create a new brand endorsed by Tia Sônia. And so, Minha Tia was born: a brand focused on everyday essential products, carrying the same trust and care as the parent brand, now reaching into a broader territory.

In a market saturated with generic visual codes and predictable solutions, we chose a different path. The proposal for Minha Tia was to create a brand that communicates closeness, simplicity, and warmth. An identity that feels trustworthy, heartfelt, and accessible.

The creative concept started with the essential. Essential in what we consume, basic, indispensable pantry items, and essential in the connection with the consumer. The name choice reinforces this intimate, everyday, and affectionate relationship, as if buying from someone close and trustworthy: at Tia Sônia’s grocery store.

The logo brings texture and coziness, expressing comfort and familiarity. The color palette reinforces this essence: red and off-white as a warm, simple foundation, combined with yellow accents that create a visual bridge to Tia Sônia, preserving the link between the brands.

The typography, inspired by popular posters, is bold and present. It conveys strength, but also a sense of lightness. Photography aims to capture consumption moments in a spontaneous and authentic way, highlighting ingredients with minimalism, in settings that evoke everyday life: neighborhood stores, humble tables, and shared moments.

Minha Tia arrives to turn the essential into something special. A brand that makes a point of being close to daily life, with the quality and warmth of someone who already feels like home.

Credits

Agency
Creative Direction
HardCuore Team