Mondelez challenged us to create
the new visual identity for Clight in Brazil and Mexico.
The goal was to update its packaging and logo, using elements that translated codes from the health & wellness universe and focusing on the target audience of the brand: women.
In the logo, the curvilinear typography adopted, in addition to being readable at a distance, made a direct connection between the brand and the female universe.
The fruits on the top part of the packaging create the idea of an orchard, and seem to be falling into the juice on the lower part of the packaging.
A scene that conveys naturalness, flavor and freshness. The feminine aspect is also present in the graphic details of the packaging – they convey care and delicacy.