Case Study Overview
Petras
THE CHALLENGE
Petras Agroindústria is a family-owned business with more than 25 years in the market, specializing in eucalyptus wood (treated in autoclave), barbecue charcoal, and cut wood for the construction industry. Known for replanting every tree they harvest, sustainability is at the heart of their business. Their barbecue charcoal stands out for its quality and longevity compared to cheaper options. Petras approached us to redesign their corporate branding as well as their barbecue packaging to elevate their image while maintaining strong recognition with existing customers.
BEFORE AND AFTER
Although Petras’s branding was highly recognizable, it had become dated. The main issues lay in the font choice and the mascot — a cartoon-style drawing that no longer aligned with the rest of their materials. The goal was to retain the brand’s recognition while elevating both its packaging and corporate identity to reflect its sustainable, premium positioning. Additionally, the redesign needed to work within the constraints of keeping the packaging familiar for loyal customers.
BEFORE
AFTER
UPDATE THE CORPORATE IDENTITY
Keep the color scheme and overall typography style recognizable while modernizing the look.
REDESIGN THE MASCOT
Create a refreshed mascot that could be used more effectively on the packaging.
UPGRADE THE PACKAGING DESIGN
Elevate the appearance of the barbecue packaging while retaining the recognizable orange strip, dark background, and mascot placement.
THE SOLUTION
We began with the corporate branding, refining the logo to maintain the tilted typography and distinctive “E” while modernizing the overall look. This created a direct visual line between the old and new identities.
For the mascot, we completely redesigned it, introducing a more contemporary, versatile character. While the corporate identity remained serious and business-focused, the packaging took a more playful approach, featuring the mascot in humorous, “impossible” positions interacting with the product — adding personality without losing brand recognition.
The packaging retained its core elements — the orange strip, dark background, and mascot in white — ensuring continuity for existing customers. We enhanced practicality by using a black background (which resists charcoal stains) printed with white, an unusual but impactful choice in this niche that adds perceived value and shelf presence.
KEY TAKEAWAYS
Modernized Recognition: The refreshed logo and mascot modernize the brand while preserving the elements customers know.
Playful Packaging: The mascot’s fun illustrations create a memorable, eye-catching series while maintaining a professional corporate look.
Practical Premiumization: The black background with white printing elevates the packaging’s perceived quality and durability in a market often dominated by lower-cost options.
Strategic Placement: The new logo placement on the sides and bottom of the bags ensures brand visibility even when stacked in supermarkets or gas stations.
Strategic Placement: The new logo placement on the sides and bottom of the bags ensures brand visibility even when stacked in supermarkets or gas stations.
Cohesive Brand Ecosystem: The unified approach between corporate and consumer materials ensures that every element communicates the same balance of trust, quality, and modernity.
