Introduced in 1941, Elefante is a brand of tomato extract available in Brazil. It was originally owned by Cica, later Unilever, and now Cargill.
Interbrand (São Paulo, Brazil office)
We understood that people lost connection with family and close friends. So we created Elefante as a brand that gather people around the table. The brand repositioned itself to make people more involved with food and we updated its identity and started to talk right to the customer, like equals.
We have brought a new way to talk about all that Elefante believes. Now, Elefante tells and participates of the stories that gather people together.
The new logotype is modern and clean, besides that it was designed to remind an elephant body, with clumsy terminals and bold structure. The visual identity explores the idea of the intensity and concentration of tomatoes inside the package, and this is reflected in all its visual language, with the letters always together and the warm colors.
Images (opinion after)
The old logo barely qualified as one, typeset in small caps in a very generic serif that lacked any kind of appeal. The new logo is quirky and charming with a very funky rounded-ish sans serif with some odd flaring — the “n” in particular stands out but I can also appreciate how it fills the space before the “t”. It’s funny because when I glance at the logo, sometimes I hate it and sometimes I like it. The elephant remains mostly the same, in part because it isn’t a traditional mascot that can be evolved willy nilly but is instead a comic book character, Jotalhão, created by Mauricio de Sousa in 1962 and adopted by Elefante in 1979. Most of its traits remain the same but with a brighter green and sunnier disposition. The new packaging is not a bastion of greatness but it is so much better than the old one, looking friendlier and more… new. The other applications are so-so… The jumbled, overlapping typography is clunky and the illustrations look somewhat unfinished. The pattern is almost okay but the green things — dismembered elephant trunks? — make my eyes hurt. Overall, it’s certainly an improvement that makes the product look more enticing.