This project went beyond redesigning the packaging. The goal was to create a new product line for Prajá that genuinely reflected the brand's commitment to sustainability.

 

During the research phase, we identified an opportunity to transform the packaging into an experience. Rather than simply communicating this purpose, it would actively engage consumers while highlighting the importance of family farming, which is responsible for a significant share of Brazil's chili pepper production.

 

The solution was to reposition the product line as Prajá Hot Sauce and develop a visual identity for three different flavors, using labels made from seed paper. Each variation featured a different type of seed, allowing the label to be planted after use, while part of the product's sales would support family farming initiatives.

 

The result was packaging that expanded the brand's purpose, turning a simple label into an interactive experience and strengthening the connection between the product, the consumer, and sustainability.