Moça

Despite being a loved brand, Moça needed to set itself apart from its competitors in an ever-changing market. FutureBrand was called upon to redesign Moça’s brand and take it to new places. How did we begin to approach updating something so valued for its tradition? We went on a journey to rediscover a top-quality product that is unique in every way, a brand that owns its history while still being able to evolve. 

Moça’s portfolio was united under a consistent identity with a delicate colour palette and retro graphic elements. The iconic lady was repositioned on packaging to create a brand symbol. Inside the label, recipes highlight Moça’s biggest tradition. The new packaging is also easier to open, more functional and convenient. The classic condensed milk is available in two versions: slim, replacing the previous ‘curved’ can, and tetra top, which replaces the metal can entirely. The product line of sweets and desserts also inspires sweet moments in the kitchen. 

The updated portfolio allowed Moça to retain its market share and keep its position as the leading brand of its category, while also preserving its history and tradition. The new packaging was also recognized by ABRE (Brazilian Packaging Association), one of the country’s most important awards for packaging design and innovation.