Follow The Crown


Leading a successful brand into the future is a process that should be built with care. The essential elements which need to be kept, and the features that need evolving, must not only reinforce what is already loved by consumers, but also help build an even more attractive image. 

In 2015, FutureBrand created a new positioning for Itaipava. The goal of the project was to reinforce the brand personality and bring their customers closer together.


In order to utilise Itaipava’s new personality, we developed a new identity which is capable of connecting all of their product lines, whilst still being impactful and unique. To crown these new changes, a new brand icon was created: a visual symbol which works as an Itaipava signature; symbolising a milestone for the cherished Brazilian brand.


Itaipava’s new identity puts the brand ahead of the status quo in its category and generates impact and interest on all brand touch points.

"The change is not only on the packaging, but also in the positioning, to build a forward-thinking and respected brand for the future” – Guilherme Ascênsio, Brand Manager of Grupo Petrópolis

“The FutureBrand team have demonstrated the same passion and devotion that we use to produce Itaipava everyday” – Mauro Piva, Project Manager of Grupo Petrópolis.