Defining a global communication strategy to position the Amazon's Guaraná Antarctica
Our challenge was to define a global communication strategy, using our agile Quest Innovation Methodology to position the traditional and beloved Brazilian soda, Amazon Guarana Antarctica for new markets.
Over the course of 3 weeks, we defined the brand message, key visual identity and guidelines for local marketing agencies to introduce Guarana Antarctica to other countries.
The branding challenge is set
Brands need to constantly rethink their global positioning, even the more traditional ones.
Guaraná Antarctica is one of the biggest and most beloved guaraná sodas in Brazil.
The beverage is made from the guarana plant of the Amazon rainforest, but is also found in a dozen other countries.
The big question in this branding case study for us was how to position and communicate the Guaraná Antarctica brand to other cultures to ensure the messaging was consistent, but informative for markets that are unfamiliar with the exotic fruit.
How to expand globally without losing brand identity?
We solved this challenge through a well-defined process that included 5 days of cultural immersion, 5 days of creative process, and another 5 days of refinement and the creation of the final communication guidelines. This work was completed by our multidisciplinary team and the client working closely by our side.
Our research found that the global perception of Brazil is generally limited to the association of music, beaches and carnival, and the perception of the Amazon rainforest was lush abundance and full of mystery.
We used these insights to craft a visual language that would launch the brazilian soda guarana to be a contemporary global brand.
We defined all the activation touchpoints, messages and key visual aspects that became an actionable guide for local agencies to practice these brand guidelines in their countries. In other words, a brand book to help defining Guarana Antarctica globally. And that is the outcome for this branding case study we have had the honor to deliver!
Ready to make the next branding case study?
Whether you need a brand strategy to increase its local market share like Anheuser-Busch local brands, create a new positioning, expand globally to boost sales without losing its brand identity like in this branding case study, or even to create a successful packaging design, the good news is: we can help you.
Questtonó is a cross-disciplinary team of designers, engineers, researchers and strategists who identify unique market opportunities based on people needs, technology and cultural trends with the ability to design & develop ready-for-market products, services, and experiences. Our design approach & services include developing physical and digital products, brands and services in a systemic and integrated manner.
We are a design and innovation consultancy that has a successful track record of 25 years + 140 design awards, deeply understanding US & Brazil Market to deliver insight driven + human centered results.