Recognition
Retain LaCreme’s familiar chocolate field, script logo and premium cues so the family remains immediately recognizable.
CacauParque
A chocolate bar becomes a ticket to an entire world.
An academic packaging system that connects LaCreme’s premium character with the anticipation, color and discovery of an amusement park.
Premium chocolate, recast as an experience.
Build a packaging family that feels at home on a chocolate shelf and inside a theme-park story.
The project responds to Cacau Show’s move into themed entertainment by imagining a launch that begins before the visitor reaches the park. Each LaCreme bar acts as a compact piece of that world.
Chocolate drips preserve the parent brand’s appetite appeal, while illustrated rides, friendly characters and a promotional ticket introduce surprise and collectability.
- Context
- Academic project · Anhembi Morumbi University
- Role
- Art direction, packaging and illustration
- Disciplines
- Branding · Packaging · Promotion
- Outcome
- 1st place · Anhembi Awards
Make every flavor feel like a destination.
“The pack is not just a wrapper. It is the first ride.”
Discovery
Assign each pack its own attraction, character moment and color accent to encourage comparison and collecting.
Reward
Turn the golden ticket into a physical bridge between product, promotion and the imagined park experience.
Chocolate anchors the system. Color brings the rides to life.
The palette moves from edible, premium browns into bright amusement-park accents. Cream keeps information legible across every pack size.
Cocoa#954A00
Orange#EB5713
Park lime#CAD225
Ride blue#3994CC
Candy pink#FF8DDF
Garden green#A3BC32
Ticket gold#FAB82A
Vanilla#FEF9BF
Dark chocolate#3A240D
Type architecture
Friendly headlines. Disciplined information.
Rounded display type carries the park personality; condensed supporting text protects clarity on small and large packaging formats.
Park names, attraction titles and major calls to action.
Subheads and short descriptive messages.
Ingredients, nutrition, legal copy and compact pack information from 4–14 pt.
Five packs. Five entrances to the park.
The family keeps a stable upper brand zone while the lower half becomes an illustrated stage. Every variant has its own ride, movement and color rhythm.
A reveal designed to turn purchase into anticipation.
Metallic gold interrupts the familiar chocolate experience with one unmistakable message: something rare has been found.
The illustrations connect every pack to a larger place.
The map expands the identity beyond packaging. Attractions become a reusable illustration library for wayfinding, campaigns and future touchpoints.
Project film · Packaging, illustration and physical prototypes
1st
Packaging Design at the first Anhembi Awards.
The project was recognized for connecting strategy, illustration and physical packaging in one coherent experience. The award turned an academic brief into a milestone in the portfolio.
What the project demonstrates
- Building a sub-brand without losing parent-brand recognition
- Designing a scalable system across multiple product variants
- Connecting packaging to promotion and spatial storytelling
- Taking a concept from research to physical prototypes
Next projectSongbird
→