When it comes to food, presentation is everything
Stories that connect with people and humanize the purpose of brands are fundamental to the evolution of this process. With an eye on this movement, Wessel, a pioneer in the gourmet meat segment in Brazil, invited Questtonó to help with the positioning and language of its new line of artisanal burgers.
When it comes to food, presentation is everything. Renewing the language with a more authentic look was essential to increase the perceived value of the new line, but mainly to bring it closer to a larger context in which the role of food in people’s lives is changing. In addition, the packaging represents the challenge of introducing a product that is still new in Brazil: burgers with an added blend of ingredients, which bring new aromas and flavors.
We dove into blogs and channels that permeate the gastronomic universe to help tell a new story. Armed with references, customs and representations, we defined the design strategy and directed Angelo Dal Bó’s photographic production.
This process translated into images that create a more affectionate setting, conveying a more sensory and comforting experience. The dark mood, focused on the food, proposes intimacy without giving up sophistication.
“The idea of the artisanal line came from a desire to consolidate an innovative positioning of the brand, one that elevates the burger consumer’s experience on supermarket shelves. The photographic direction played a fundamental strategic role, as it captured the Comfort Food language, which mixes a rustic and sophisticated setting with low lighting, conveying intimacy and coziness. When we started evaluating the packaging proposals for the artisanal line, we liked them so much that we decided to review the classic line as well, and we already have a third project lined up for the future,” says Titi Wessel, who is responsible for creative direction and product development at Wessel.
