Guarana — Franciscomartins.com

Guaraná Antarctica

ILLUSTRATION SYSTEM

Guaraná Antarctica is one of Brazil's most iconic soft drinks, made from the Amazon's guaraná fruit. Its unique flavor has earned it a place in the hearts of Brazilians and its presence in several international markets. However, expanding globally presented a unique challenge: how to communicate the essence of this beloved beverage in cultures unfamiliar with guaraná.

I was invited by Questtono to join the creative team responsible for visually and verbally defining Guaraná Antarctica’s global positioning. The process was immersive—five days of cultural exploration, five of creative experimentation, and five of refinement. We discovered that the world’s perception of Brazil is often limited to music, beaches, and carnival, while the Amazon is seen as a mystical place full of abundance. These insights helped us shape a visual language that elevated Guaraná Antarctica as a contemporary global brand, rooted in its rich Brazilian heritage.

My skills as an illustrator were instrumental in creating consistent key visuals that aligned with the brand's essence. Working alongside the client, we crafted an actionable brand guide for international agencies to use in their local markets. Despite the project's global focus, there was an undeniable sense of affection for Guaraná Antarctica, a brand deeply embedded in the Brazilian identity and in the memory of everyone on the team.

The campaign was a success, and just a few months later, we were invited to expand the positioning into the Chilean market. While maintaining the core assets, we sought to inject a fresh twist, pushing the boundaries while staying true to the brand's essence. Inspired by the vibrant colors and playful energy of the original designs, we created a new visual narrative that felt familiar yet distinct, capturing the adventurous and bold spirit of Guaraná in a way that resonated with Chilean audiences.