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Moça

Making sweet moments since 1921

Despite being a loved brand, Moça needed to set itself apart from its competitors in an ever-changing market. FutureBrand was then called to redesign Moça’s brand and take it to new places. But how can we renew or update something that is so valued for its tradition? To make this possible, we set ourselves to rediscover a top-quality product that is unique in every way: a brand that owns its history while still being able to evolve among its customers. Moça’s portfolio was united by a single consistent identity, with a delicate colour palette and retro graphic elements, such as the clouds and the dot patterns. On the packages, the iconic lady was repositioned to create a brand symbol structure. Inside the label, recipes highlight Moça’s biggest tradition.



Moça’s new packages are 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 branding 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

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“Moça is an iconic and leading brand in its category. The work we have created together for so many years allows us to craft stories and be part of the daily lives of thousands of Brazilians”

Nelio Bernardelli, Design Lead, FutureBrand São Paulo
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