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New Logo and Packaging for Seara



Noted Aug. 25, 2016 by Armin

Industry / Consumer products Tags /


Seara Foods is a Brazilian food processing company. It specializes in the development and distribution of meat products. The company was founded on November 18, 1956 in the town of Seara, Santa Catarina, Brazil. The company became the largest exporter of chicken in the country thanks to export its business of meat and poultry products to other continents like Europe, Asia, Middle East and the Far East. In turn, the company specialized in Brazilian and Latin American market with products such as sausage, bacon, hamburgers, ham, bologna and ready meals among others. In 2009, the Brazilian multinational corporation Marfrig Group acquired the company from Cargill Inc. and in 2013 Marfrig sold Seara Brasil (part of Seara Foods) to JBS. Seara is also known for its sponsorship of sporting events. The company was a sponsor of the Santos Futebol Clube and the Brazil national football team. In 2010, it was one of the official sponsors of the World Cup 2010 held in South Africa, and in 2011 is sponsoring the 2011 Copa América, which takes place in Argentina.” (Wikipedia)

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Seara logo evolution

Images (opinion after)
New Logo and Packaging for Seara
Logo detail.
New Logo and Packaging for Seara
Samples of new packaging.
New packaging presentation.

I'll be the first to admit that looking at this before and after is an instant yawn but the main reason I wanted to post this is to remind us that bad design can still happen to large clients — we've seen a lot of "fine" logos in the past few years that aren't offensive and rise above the threshold of crappy logos but this is one of those that is full-on SMH. This change was unnecessary — even if there was some behind-the-scenes-stuff that needed to signal change — in that it's a lateral movement for worse. Nothing positive is achieved from the change other than making a decent logo look worse than it did before. I understand this is not a luxury brand but both the logo and packaging feel cheap even when it's meant to look accessible. Bad design like this should not happen at this level.

Thanks to Cleber Rafael de Campos for the tip.

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