The brand Batata Shake was born with a proposal to connect to the lifestyle of a young audience. The visual identity of the brand needed to reflect in its aesthetics the behavior of the Z generation, at the same time, showed the authority and expertise from the brand in the market of ice cream and milkshake.
Generation Z is teenagers and young adults who grew up in a 100% connected world, the first generation to carry this characteristic, that is capable of being in multiple realities, in person and digitally, many times converging both realities. For this reason, motivating the audience's interest in the offline and online environment was also a challenge for the brand identity. That is a pragmatic, agile, and spontaneous audience, very open to communication, diversity, and value their well-being.
The objective of the brand to offer a fast-food focus on quality and good flavor, by the creation of combos that brings together popular snacks, such as french fries and coxinhas (fried chicken ball), milkshakes of different flavors, and some sauces for accompaniment, endorses the search for practicality and quality both valued by the Z generation. It's an innovative combination in the fast-food market.
Therefore, the challenge and objective of the brand identity were to reflect the behavior of that generation. So it could create a natural identification between the public and the brand.
The strategy defined to achieve the solution of this challenge was to create an identity that would make a reinterpretation of the classic aesthetic of the '80s, which brings a young appeal, but in a more vibrant and renewed tone for the Batata Shake's brand. The 1980s were marked by their exaggerated, maximalist, and authentic aesthetics, so it was chosen intense and energetic colors for the development of the brand, with the application of a geometric shape pattern in a randomly arranged. The geometric shapes are also a reference to the brand's products, such as french fries or even granulated chocolate used to customize the milkshake, always following a more ludic and not literal idea. Present in the entire universe of the brand, the pattern brings a very young, high-spirited, inviting, and diverse vibe.
The elements created were the central strategy for the development of the brand, inspired mainly in the 1980s - in a modern and casual way, therefore dialoguing with the dynamic universe of generation Z and dismembering in each material produced to solidify the brand. The store is an immersion in this young universe and full of references from the '80s, with black and yellow tiles, the very present pattern, and posters with illustrations that bring the exaggerated aesthetics of the '80s. The grotesque and exaggerated mouths' figure also follows the reference of the '80s, especially of street art at that decade, which is a trend today.
The proposal to impact generation z, the brand's target audience, is accomplished by bringing a young, dynamic and cheerful aesthetic, offering, in addition to the products sold, a visual experience, generating a connection with the audience and, so, a willingness to share that experience with other people over social media. With the establishment and application of the tone of voice in the visual identity, in the store, in physical materials, and on social media, we were able to observe the public's identification with the brand. The audience spontaneously shared their experience in the store on social media, and also generated engagement in social media that became customers in the store, connecting online and offline. In this way, by developing a brand that triggered connection and identification with the target public, we have achieved the customer's expectations. Therefore, the Batata Shake brand is establishing itself in the market and consolidating a loyal audience, creating the basis for the growth of the brand.

My Roles: Art Direction & Design
Agency: Arteleria
Client: Batata Shake
Posters​​​​​​​/Illustration: Estúdio Casa Locomotiva, Benson Chin, Breno Ferreira (Bobitripi), Shun Izumi, Túlio Grandi
3D: Raffael Ferrigno
Assistant Art: Daniel Borges
Copywriter: Ihanna Barbosa
Architecture: Estúdio Jacarandá
Awards
​​​​​​​POPAI 2020 - Silver ​​​​​​​
THANK YOU
FOR APPRECIATION!
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