Leão
Client
Leão
Project
VIS and packaging revamp (2024).
Credit
Teamwork developed by The Coca-Cola Company, Pharus and Pandemonium Type.
Rationale
The Leão brand underwent an evolutionary strategy to democratically connect with all regions of Brazil, highlighting the Brazilianness inspired by the street market and its plurality of textures, patterns, shapes, and colors.
Maintaining some of its iconic and most recognizable elements, such as the lion symbol, the packaging was redesigned with a renewed color palette for easy identification of zero range variants, ensuring visual uniformity and functionality. A bespoke contemporary typeface, Leão Regular, resonates with the new dynamic look & feel and leverages the easy going brand personality.
More than ever, Leão positions itself as an authentic Brazilian reference, ensuring that the brand remains relevant and resonant from north to south, anchored on a consistent and culturally remarkable VIS across all touch points.
