Tial | HardCuore

Tial

We redesigned the identity and packaging for Tial, the first preservative-free juice in Brazil.

A frutagonist identity for a brand that pioneered the juice market. Tial reintroduces itself to the world to show just how many lemons it takes to make a great lemonade.

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The color palette highlights Tial’s Brazilian identity, creating connections with the national flag and the brand’s core pillars. Green represents the natural of the leaf, yellow the ripeness of the fruit, and blue the freshness of the sky in a tropical combination.

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  • Film
  • Design
  • Communication

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The pure juice of Brazil

Tial is the first preservative-free juice in Brazil. With a legacy full of history, the challenge was to redesign the brand while respecting its 40-year tradition in the market, and at the same time bring freshness to update and make its visual codes more contemporary.

With that in mind, we embraced “frutagonism”. A creative concept designed to place the fruit at the center of everything, from visual assets to the brand’s tone of voice, and to awaken the tropical essence that has been part of Tial since its name (Tropical Indústria de Alimentos).

The logo is an organic visual evolution, looking back at classic past versions and updating their forms with a contemporary touch. A symbolic rescue of the tradition and quality legacy built by Tial.

The graphic elements bring a popular appeal to the brand and reference the world of open-air markets. Fruit stamps evoke freshness and naturalness, while arches recall a retro feel of things well made, like in the old days.

The color palette highlights Tial’s Brazilian identity, creating connections with the national flag and the brand’s core pillars. Green represents the natural of the leaf, yellow the ripeness of the fruit, and blue the freshness of the sky in a tropical combination.

The packaging brings appetite appeal and thirst by placing the fruit in the spotlight with indulgent visuals. Divided between 100% juice and nectar, the lines explore graphics and color to evoke the natural essence of the brand.

Frutagonism also shaped the tone of voice. After all, if there is one thing that’s never lacking in Brazilian vocabulary, it’s fruit expressions. Sayings, phrases, and popular expressions were explored to create a laid-back, light, and deeply Brazilian way of speaking. The tagline “The pure juice of Brazil” signs the verbal identity and connects directly with the brand’s essence.

Fresh, natural, and Brazilian, Tial returns to the market with a powerful, ownable, and juicier-than-ever brand universe.

Credits

  • Agency
      HardCuore®
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • HardCuore Team
      Fernanda Rodrigues, Gabriela Barbosa, Felipe Teobaldo, Isaac Alves, Gian Segato, Jessica Almeida, Hermes Miranda, Glaiton Tatsch, Nicole Morin, Lucca Pineschi, Alexei Potemkin, Cyla Costa, Bruno Longhi, Lambuja, Vinicius Cambruzzi e Sandessa Knaus