The creative discussions I had with Bracai, a subsidiary of a prominent food trading conglomerate, were characterized by freedom and trust. This allowed for a truly collaborative process in designing a versatile branding strategy that could support both B2B and B2C offerings, while aligning with the parent brand ahead of its IPO.

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Our main challenge was to capture the lushness and vibrancy of the Amazon—the fruit’s place of origin—while maintaining clarity for regulatory and commercial use. Inspired by the jungle’s rich vegetation, I created a visual language built on hand-drawn illustrations, offering flexibility across packaging, backgrounds, and brand elements.

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I presented two creative directions: one fully illustrated and immersive, and another combining drawn elements with real imagery of the açaí fruit to amplify authenticity. Both gave the brand strong, scalable foundations and a distinct visual voice.