Reposition the FIFO brand through a new visual identity that would increase its impact at the point of sale and create more appeal and differentiation in a highly commoditized category. The project also had to organize the portfolio and create a consistent visual language for the whole product line.
Agência Target delivered a complete branding project, redesigning the logo and creating an organic visual language for the packaging.
Each SKU gained its own personality by being paired with a different means of transport, creating a creative link between product and pack. The line broke away from category clichés and gained differentiation, perceived value and shelf impact.
The project gave the brand more visibility on the shelf, increased its recognition and made the portfolio easier for consumers to read. The new identity raised the line’s perceived value, strengthened FIFO‘s presence at the point of sale and built a stronger emotional connection with its audience.
Every case starts with a diagnosis of the brand, the category and the point of sale. From there, Agência Target’s team defines the strategy, creates the visual concept and develops the branding and packaging system that organizes the product line, ensures fast reading on the shelf and keeps every SKU consistent.
The process includes competitor research, creative development, client validation, final artwork and print production follow-up. Since 1998, Agência Target has served manufacturers and retailers across Brazil — including private label brands — with projects recognized by national and international awards.
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