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Raphaela Carvalho Moraes

MFA in Graphic Design - 3 Yr Path — Graduate Graphic Design
Course:
562 Graduate Packaging Design 1
Faculty:
Daniel Hoy

Cachaça Minas de Ouro

For this project, the goal was to create a beverage label design using an existing bottle/container. Having the state my family is from in Brasil as a design theme, I decided to develop a label design inspired by one of the main cachaça producing states (Minas Gerais) in Brasil to the American market. Cachaça is a distilled spirit/rum typical from Brasil made from fermented sugarcane juice.

Learning Outcomes:

With this project, I learned to explore with beverage packaging design, exploring the interactions of the materials of the label and the bottle itself. I was able to create different assets that made the bottle more interesting and interactive, creating a high end product.

If Mexico has tequila, America has bourbon, and Russia has vodka, then cachaça is the spirit of Brazil. Cachaça can only be produced in Brazil, where, according to 2007 figures, 1,500,000,000 litres are consumed annually, compared with 15,000,000 litres outside the country. It contains alcohol by volume of 38 to 48 percent. When homemade, it can be as strong as the distiller wants. Up to six grams per liter of sugar may be added. In the United States, cachaça is recognized as a type of rum and distinctive Brazilian product after an agreement was signed in 2013 with Brazil in which it will drop the usage of the term Brazilian rum.
Although present in the whole country, it is mainly related to Minas Gerais State, where the cachaça is deeply rooted in their culture and food. Minas Gerais is famous for a couple things, the main three being: cheese, cachaça (pinga) and the baroque art style. Ouro Preto (Black Gold), formerly Vila Rica (Rich Village), is a city in and former capital of the state of Minas Gerais. Colonial mining town located in the mountains and designated a World Heritage Site by UNESCO because of its outstanding Baroque Portuguese colonial architecture. Ouro Preto is located in one of the main areas of the Brazilian Gold Rush. I took it as a visual reference and that can be seen in my process, where I had a moodboard with photos from the internet and also photos I took myself.
As for marketplace, the beverage was designed for the American Shelves, focusing on liquor stores such as Bev!Mo and Total Wine. As for competition: tequila, rum, ethanol-based beverages, high alcohol % drinks .
I produced the 3D renders through Cinema4D and Adobe Dimension.
Photos of the actual physical model.
Display of the product in class.