Cocoa has been in Baianí’s families for centuries. The fruit’s beans seeded a passion that united Juliana and Tuta Aquino in one drive: to show the power of chocolate made in Bahia.
The tree-to-bar chocolate they make is ready to take on the world.
Before we designed their identity, we wrote a powerful tagline, stemming from their tree-to-bar practice: Do Cacau à alma (from Cocoa to soul).
Praising the people that make the product was a key part of this project. The chocolate industry have been accused of malpractice for many times. On the opposite hand, Baianí is rooted in fair-trade practices and excellent labor conditions.
In finding the brand’s voice, we experimented with painting, calligraphy and lettering in order to show the craft and people behind the production process.
We translated the tradition of Bahia cocoa and chocolate by designing an envelope packaging – a love letter, if you will. Cocoa inspired arabesques (we called them Baianesques), serigraphy printed seals with each product’s description create the perception of a high-end product.
The typographic palette includes the lettered logo, Delvard, from Typotheque, Italian Plate from Playtype, numbers from Baleia, an unpublished typeface from Álvaro Franca, Arek, from Rosetta Type, each one with its purpose in the system, as specific as they may be.
The chocolate bar
The bar was a chapter apart in the making of this product. Being a dense, cocoa-rich chocolate, always above 70%, the consumption is almost never immediate. We went through many iterations to find the right balance between making it easy to save for later, while making it look as good as possible. The six letters of the name were perfect.