Verde Campo Changes Its Packaging Strategy

Verde Campo’s packaging changes place the point of sale at the centre of a broader reorganisation of the dairy brand’s identity and product portfolio. The company presents the packaging as part of the way consumers identify and distinguish its products.

The rebranding forms part of a five-year strategic plan rather than a standalone visual update. That plan includes expanding production capacity, widening distribution and maintaining investment in innovation.

The new identity is being introduced as Verde Campo prepares for a period of growth. Fábio Ferreira, the company’s chief executive, said that healthfulness remains central to Verde Campo’s positioning and is part of the company’s DNA.

“It is not about manufacturing health, but about living health,” Ferreira said. According to the executive, the brand has long differentiated itself through its health-oriented proposition, which the new packaging is intended to communicate more clearly.

Verde Campo describes the change in consumer demand as part of the same context. Products associated with healthier choices, which were previously linked to specialised market niches, have become part of what the company calls a structural trend.

The redesign therefore brings together three elements identified in the company’s strategy: a clearer presentation of the portfolio, stronger differentiation in retail settings and a visual expression of the brand’s healthfulness proposition. The next stage of the plan is linked to the expansion scheduled for the coming five years, including higher production capacity, broader distribution and continued innovation spending.

The material was produced by eDairyNews using information published by SuperVarejo.