Leite do Campo
A natural tribute


CLIENT
Leite do Campo, Crl
TYPE
Branding, Illustrations, Art Direction, Creative Direction, Consumer Brand Product, Project Management
YEAR
2020
Freelance
Requested work.
The Big Challenge
Leite do Campo
, a Portuguese cheese brand, has represented small producers in a northern region of the country (Póvoa de Varzim - Alto Minho) and offers consumers with these national cheeses. I was approached to develop a new image of visual communication that would help to solve one of the great problems of the brand: the lack of success in putting its products for sale on certain commercial surfaces (commercial/sell issues). For the commercial director and some shopkeepers, the image was the problem and not the lack of product quality. My objective had become clear: to provide a solution in which Leite do Campo's brand could claim its quality, declare its origin, and assert itself on any market shelf against any cheese brand.

Time for Differentiation and Position
I went purposefully to commercial establishments to photograph all the cheeses on display and to make notes that could be relevant in my analysis work. All brand cheeses available! Because Leite do Campo sells various types of cheese in various formats. This collected data - very sustained in the analysis of the perception of brands and their products - led me to understand that...

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there was a great margin for the brand's progression, propelling it towards a prominent category, relevance, and consistent familiarization. Leite do Campo even had stories to tell, due to an interesting feature: it was not a brand with products absolutely industrialized and on high-productions. They have something special and particular: a very close emotional approach to cows (every Tuesday, they welcome animals and producers in their space, and Leicar (mother-brand) provides veterinary care to cattle).

Reclaiming iconic assets for a natural tribute
To help Leite do Campo stand out from the majority, I determined that it would align and affirm itself with what naturally characterizes it: love for cattle, pride in being a flag brand of a country region. This allowed me to achieve a strategy that would help the brand to assume itself as a natural and humble brand, paying homage to the animals that supply the milk (raw material) and being inspired by unique elements and characteristics of the region. The motto is clear for the creative process: A Natural Tribute. I wanted the brand to finally take over but never to fall into an arrogance of affirmation; to assert itself without neglecting its natural values!

I started by simplifying the packaging that previously showed a lot of visual information (mostly noise) and even an illustration that was not exclusive (to notice, for example, the Norway Spruce Tree, that are not present in the region neither in the country). An update was made to the Leite do Campo logo - now with a national and effectively readable typography. For the project I created 12 different illustrations, which assume a more calligraphic and traditional register. I was also inspired by exclusive aspects of the region to support in visual choices, colors and construction of layouts, essentially and respectively the agricultural fields (masseiras) rectangular and parallel to each other. The costumes of the tricanas poveiras (the looks consists of colorful costumes, and it was fashionable and mainstream from the 1920s to the 1960s. ) - is a traditional style of women's clothing. At the time, the women of the fishermen (coast) and inland professions (farmers, artisans, etc.) had the name of "tricana girls". Interestingly, women's dresses from the countryside were more colorful and richer. With the appropriation of these materials, Leite do Campo would now communicate in a clearer, more direct, bold way, and assert itself on all cheese shelves. Finally, we also have here the solution for Leite do Campo to obtain approval from shoppers, and to convince commercial establishments to accept their brand product.

Improving for a future that starts today
No data are yet available for new product sales. It is known for its initial, fundamental and positive approval so that Leite do Campo can take the next steps. With acceptance in commercial establishments, sales will be recorded and if possible the feedback will be presented here. Because this project started in September of the present year (2020) and the brand started presenting the product in early December.
This proposal was presented to the brand's commercial director in October 2020, along with another one from a colleague. The commercial director's enthusiasm was clear, in the confidence that the brand could finally shine. And the decision in this proposal became irrevocable, even for the rest of the administrative board, which was called by surprise on the same day to hear the presentation and ended up moving forward with this solution.
In the words of the brand's CEO “We could discuss color tones here; darker, lighter. But what is really clear is that this proposal, just as it is, is absolutely commercial and it seems to me that it would be totally effective on supermarket shelves.

leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
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leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo
leite do campo design floduardo

READ ABOUT Leite do.Campo

CLIENT: Leite do Campo, Crl
TYPE: Branding, Illustrations, Art Direction, Creative Direction, Consumer Brand Product, Project Management
YEAR: 2020
FREELANCE: Requested work.

The Big Challenge
Leite do Campo
, a Portuguese cheese brand, has represented small producers in a northern region of the country (Póvoa de Varzim - Alto Minho) and offers consumers with these national cheeses. I was approached to develop a new image of visual communication that would help to solve one of the great problems of the brand: the lack of success in putting its products for sale on certain commercial surfaces (commercial/sell issues). For the commercial director and some shopkeepers, the image was the problem and not the lack of product quality. My objective had become clear: to provide a solution in which Leite do Campo's brand could claim its quality, declare its origin, and assert itself on any market shelf against any cheese brand.

Time for Differentiation and Position
I went purposefully to commercial establishments to photograph all the cheeses on display and to make notes that could be relevant in my analysis work. All brand cheeses available! Because Leite do Campo sells various types of cheese in various formats. This collected data - very sustained in the analysis of the perception of brands and their products - led me to understand that there was a great margin for the brand's progression, propelling it towards a prominent category, relevance, and consistent familiarization. Leite do Campo even had stories to tell, due to an interesting feature: it was not a brand with products absolutely industrialized and on high-productions. They have something special and particular: a very close emotional approach to cows (every Tuesday, they welcome animals and producers in their space, and Leicar (mother-brand) provides veterinary care to cattle).

Reclaiming iconic assets for a natural tribute
To help Leite do Campo stand out from the majority, I determined that it would align and affirm itself with what naturally characterizes it: love for cattle, pride in being a flag brand of a country region. This allowed me to achieve a strategy that would help the brand to assume itself as a natural and humble brand, paying homage to the animals that supply the milk (raw material) and being inspired by unique elements and characteristics of the region. The motto is clear for the creative process: A Natural Tribute. I wanted the brand to finally take over but never to fall into an arrogance of affirmation; to assert itself without neglecting its natural values!

I started by simplifying the packaging that previously showed a lot of visual information (mostly noise) and even an illustration that was not exclusive (to notice, for example, the Norway Spruce Tree, that are not present in the region neither in the country). An update was made to the Leite do Campo logo - now with a national and effectively readable typography. For the project I created 12 different illustrations, which assume a more calligraphic and traditional register. I was also inspired by exclusive aspects of the region to support in visual choices, colors and construction of layouts, essentially and respectively the agricultural fields (masseiras) rectangular and parallel to each other. The costumes of the tricanas poveiras (the looks consists of colorful costumes, and it was fashionable and mainstream from the 1920s to the 1960s. ) - is a traditional style of women's clothing. At the time, the women of the fishermen (coast) and inland professions (farmers, artisans, etc.) had the name of "tricana girls". Interestingly, women's dresses from the countryside were more colorful and richer. With the appropriation of these materials, Leite do Campo would now communicate in a clearer, more direct, bold way, and assert itself on all cheese shelves. Finally, we also have here the solution for Leite do Campo to obtain approval from shoppers, and to convince commercial establishments to accept their brand product.

Improving for a future that starts today
No data are yet available for new product sales. It is known for its initial, fundamental and positive approval so that Leite do Campo can take the next steps. With acceptance in commercial establishments, sales will be recorded and if possible the feedback will be presented here. Because this project started in September of the present year (2020) and the brand started presenting the product in early December.
This proposal was presented to the brand's commercial director in October 2020, along with another one from a colleague. The commercial director's enthusiasm was clear, in the confidence that the brand could finally shine. And the decision in this proposal became irrevocable, even for the rest of the administrative board, which was called by surprise on the same day to hear the presentation and ended up moving forward with this solution.
In the words of the brand's CEO “We could discuss color tones here; darker, lighter. But what is really clear is that this proposal, just as it is, is absolutely commercial and it seems to me that it would be totally effective on supermarket shelves.

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