Another inspiring post of World brand design society
Christo Kaftandjiev
professor on advertising, marketing communications and semiotics
The artist Sophia Georgopoulou created an excellent packaging design based on the appeals of happiness and the communicative semiotic approach of redundancy.
The redundancy means abundance (big amount, plenitude) of signs. Sophia expressed here the idea of coffee and exoticism by many signs – bright colourful pictures.
These signs also articulate very well the name of the brand - Frenzy. It means a state or period of uncontrolled excitement or wild behaviour - in this case wild South American adventure, fever and happiness.
The designer created also very impressive logo. She integrated in it the first letter of the brand – the letter F and the idea of happiness - the smile.
Probably the brand is Brazilian because the basic colours in the pictures replicate the main colours of the Brazilian flag.