Vida Boa — Elder Younger Studios

Vida Boa by Brazil Food Co. is India’s first Brazilian food brand that brings forth authentic Brazilian cuisine in a frozen ready-to-cook format. Serving Brazil’s iconic Pão De Queijo prepared in a variety of flavours, Vida Boa is basically Brazil in a wholesome Bite!
The brief was to develop a brand identity for Vida Boa along with designing all the design collaterals for the brand. To begin with, the founder had a clear objective in mind - To develop a brand personality that would stay true to its Brazilian roots while being easy to understand and visually palatable for the Indian audience as well.
After months of research, insights, analysis and a deep branding exercise, we developed the logo design, visual identity, brand positioning strategy and design collaterals for Vida Boa. We deeply studied the culture of Brazil, its visual elements, its cuisine, the people, the lifestyle and much more to understand the essence of the country. Following this we developed three directions for the brand identity, and then refined the one which felt close to home for our Brazilian founder & homegrown chef - Marilia Brugnolo. More in detail explained below.

BRAND STRATEGY | BRAND POSITIONING | LOGO DESIGN | VISUAL IDENTITY | BRAND COLLATERALS DESIGN

VISUAL IDENTITY

If Brazil could be packed in a book, this would be it!
Vida Boa’s visual identity wholly and solely captures the heart and soul of Brazil. From the colours to the culture, from Copacabana to the amazon, the brand’s visual identity is translated through rich visuals & illustrations depicting various elements of Brazil. Balanced with a refined gold and white colour scheme used to depict the fine richness of authentic Brazilian cuisine prepared by Founder & homegrown Chef Marilia, the visual identity as a whole thereby introduces Vida Boa as a gourmet Brazilian brand in India.

Vida Boa’s logo is a contemporary combination of Brazil’s traditional and modern elements. The circular dot-like motifs take inspiration from the face paintings of the Amazonian tribes of Brazil. The alphabet ‘V’ with the dot signifies an overjoyed human after a wholesome and satisfying meal and the alphabet ‘I’ emphasises on the tantalising aroma of authentic Brazilian cuisine, the motifs of which take inspiration from the indigenous jewellery of Brazil. Furthermore, our parent company ‘Brazil Food Co.’ is written in tribal inspired fonts which brings forth the raw, earthy and indigenous feel of the country. Encircled in a round logo with tall, sleek typography, Vida Boa which means ‘Good Life’ signifies that Good Food is indeed the way to a Good Life!

Vida Boa’s collectible stickers are designed to capture the vibrant essence of Brazil. Visual elements that makes Brazil what it truly is, be it the indigenous groups of Brazil, the lush greenery of the Amazon rainforest, the iconic Christ the Redeemer statue or the king of football - PELE! These stickers are designed to act as collectibles that would be packed with every order at Vida Boa.

Vida Boa’s iconography has been designed using the brand’s gold & white colour scheme throughout the brand identity . For the Menu’s iconography, all the icons have been designed to clearly depict the ingredients used. And for Instagram’s iconography, each highlight cover has been designed with an indigenous Brazilian touch to it.

For Social Media design, Vida Boa’s grid is designed to follow a structure that covers three different types of posts - Content-centric posts, Brazilian cuisine photographs and brand illustrations; all integrated beautifully together. While the colour scheme consistently uses Brazil’s vibrant colour scheme as per our brand manual for better brand recall, the food photographs also subtly uses green to emphasise on the healthy & environmentally conscious aspect of the brand.

*Reference images used for presentation & visual guideline purposes.