Brazilian brand Granado is celebrating its 150th anniversary in 2020. We caught up with Debora Xavier, Product Development Manager, to talk about the brand’s approach to packaging design.
What is Granado’s packaging development strategy?
We are aiming to enhance the value of the brand’s rich collection of archives by giving it a more contemporary spirit. The vintage line replicates historic labels, which date back to 1870 and whose images inspire our Art Nouveau style bottles. The challenge here lies in striking a balance between the vintage references and the modern touch. A number of other brands are positioning themselves in this niche of vintage aesthetics, but without benefiting from a rich history. This is one of our assets that helps create an emotional memory across generations of our consumers.
Who heads up your design?
Nearly 95% of Granado’s design is done in-house by our teams in Rio de Janeiro. We occasionally call on designers such as Gabriel Azevedo, an illustrator from Recife in the Nordeste, who crafted the visual identity of the tropical line that highlights the Brazilian flora. We’ve also worked with Laurindo Feliciano, a Brazilian based in France who is an expert in vintage collages. In terms of glassmakers, we work with both Brazilian and foreign companies and our bottle sprays are made in France.
What is the pace of new product launches?
In 2019, we launched 146 new products, including limited editions and promotional kits. We try to launch about three new products per month so that our customers, who visit our stores regularly, always have something new to discover. One recent success among our Brazilian customers is our 300ml Eau de Cologne.
In 2020, Granado is celebrating its 150th anniversary, which for us is an opportunity to develop special lines. These are under wraps for now, but will be unveiled throughout the year.