Art and design · AMCA
CultivAção: brand and packaging for Brazil nuts from Juruena
From brand to Brazil nut packaging, from website to documentary: two years of communication for a rural women's project in Juruena, in the Amazon of Mato Grosso.
- Client
- AMCA
- Year
- 2013 to 2015
- Territory
- Vale do Amanhecer, 13 de Maio and Somapar communities, in Juruena (MT)
- Format
- Visual identity, packaging, website, ongoing support and video
- Funding
- Petrobras Socio-environmental Program
The challenge
The Cantinho da Amazônia Women's Association (AMCA) ran, with Petrobras sponsorship, the CultivAção Project, which generates income for family farmers with Brazil nut products and fruit and vegetable preserves, and promotes social, digital and gender inclusion in three rural communities. The products had to compete in markets such as school meals, and the project had to report back, become known in the region and show its results to the sponsor.
Watch
What we delivered
- CultivAção brand and visual identity guidelines
- Packaging and labels for salted Brazil nuts, cookies, pasta and preserves
- Banners, factory sign, vehicle wraps and T-shirts
- Invitations and materials for the annual meetings and seminars
- Project website with a library
- Media relations, social media and radio spots
- Institutional video
Premieres Jan 13
What we did
We took on all of the project's communication. We created the CultivAção brand and guidelines and redesigned the packaging and labels of AMCA's products, such as salted Brazil nuts, cookies and pasta, which got new colors in 2014. We put up signage at the factory and on the vehicles, dressed the teams and produced banners for partner associations, plus invitations and materials for the annual meetings and seminars.
In parallel, we launched the project website, with news and a library of materials, managed social media and media relations, with press releases on training, participatory management and the opening of the preserves factory, and produced radio spots. The cycle closed with an institutional video recording the changes in the communities.
“CultivAção: Florestania and actions that transform lives.”
Outcome
AMCA's products reached the market with a professional identity, and the project had a continuous presence in the region's press and social media for two years.
