Follow The Crown


Leading a successful brand into the future is a process that should be built with care. The selection between what is essential and what needs to evolve within an identity must not only reinforce those features that are already loved by consumers, but also help building an even more attractive image. 

In 2015, FutureBrand was called to help on the creation of a new positioning for Itaipava. The goal of the project was setting messages, reinforcing its personality and bringing the brand and its customers closer together.


In order to materialize Itaipava’s new personality, we’ve developed a new identity, capable of connecting all of its products lines, and, at the same time, being remarkable and unique. To crown these chances, a new brand icon has been born: a visual symbol that synthetizes all features and works as an Itaipava signature, setting a milestone for one of the most beloved brands in Brazil.


Itaipava’s new identity puts the brand ahead of the old visual standards in its category and generates much impact and interest on all touch points.

“We’ve found in FutureBrand’s team the same passion and devotion used to produce Itaipava everyday” – Mauro Piva, Project Manager of Grupo Petrópolis. 

‘The change is not only on the package, but also in positioning, in building what the brand wants to be in the future” – Guilherme Ascênsio, Brand Manager of Grupo Petrópolis