Together with Depot WPF branding agency’s team we continue to publish exclusive interviews with directors of companies that form GLBA commonwealth — Global Local Branding Alliance. You’ve already got acquainted with companies from China, South Africa and Turkey, and now Brazil, represented by Margot Doi Takeda, the founder and creative director of A10 creative agency, joins the project.
Together with Depot WPF branding agency’s team we continue to publish exclusive interviews with directors of companies that form GLBA commonwealth — Global Local Branding Alliance. Within the cycle seven professionals from seven countries would tell about national market specifics and consumer preferences, about what works and what doesn’t in local branding and about the features a designer willing to work abroad should possess.
You’ve already got acquainted with companies from China, South Africa and Turkey, and now Brazil, represented by Margot Doi Takeda, the founder and creative director of A10 creative agency, joins the project.
— In the middle of 90s, when A10 appeared, there were only a few design agencies in Brazilian market, and they mainly offered graphic creations. One would mainly request brand design services from advertising or promotion agencies.
Things have changed about 10 years ago: global design agencies came to Brazil and brought here brand strategy and branding services. Then for the first time design was considered to be not just a “wrapper” but a relevant part of business strategy. And three years ago one more tool appeared in the arsenal of local companies — design thinking, methodology that allows agencies and industries to care for innovative brands as the most important asset.
My passion for design has started when I worked DPZ&T and DM9DDB advertising agencies in the 80s: I understood that I want to invest in it because it’s the most powerful tool that can transform our world. At that time most companies had neither strategy nor creative concepts that they could convincingly impress on the consumer. I believe we’ve managed to introduce a fundamentally new packaging design to the market: more intelligent, more beautiful. We have been helping companies to convey their essence, values and needs.
In my opinion, Brazilian packaging design doesn’t have a unique face. A mix of cultures and a range of social classes mark our country. It has several different lifestyles in each region.
There’s not much Brazilian in packaging design. One can rather see a big influence of American design and some influence of European design in some market segments. I think two major trends can be emphasized. The first one is more artisanal and clean packaging design with illustrations. Our consumer prefers to see exactly what the product is. Another trend is intelligent and sustainable packaging design. Although it is very expensive for our market, industries understand that it adds more value to their products.
Interestingly, middle class and lower middle class prefer colorful and happy design: they like to see an appetizing appeal in food and juice packaging design. And higher classes prefer more artisanal design concepts, nostalgic design and cleaner layout.
No matter how many brands and companies you work with, each design project has to be unique. So before we start we thoroughly examine the product, make its positioning clear, identify the market and target audience – its lifestyle, needs, desires and concerns. Based on my experience, clients may have difficulties with that: already at briefing stage it’s understood that the company doesn’t have a clear conception of their strategy.
The shape is very important for packaging design: it shows the brand’s essence and allows creating unique design for the product, it also influences the value of the product and therefore the economy and the profit of the company.
I have 20 years of experience in design and I believe that we always need to search for new methodologies, try out innovation strategies. That’s why I choose truly creative collaborators who are sensitive, open-minded and have an entrepreneur mind.
5 most important Brazilian agencies according to Margot Doi Takeda: