Visando o mercado internacional, empresas brasileiras dos mais variados segmentos têm investido cada vez mais em soluções de design. Pensando nisso, as cachaçarias Engenho Água Doce e Barreto Silva encontraram no programa nacional Design Export, uma iniciativa da Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil) e do Centro Brasil Design (CBD), uma oportunidade para se tornarem ainda mais atraentes no exterior.
De olho nos países europeus, no Panamá e na África do Sul, a cachaçaria pernambucana Engenho Água Doce, direcionou seus negócios para a produção de cachaça artesanal a partir de 2003, trabalhando com três variedades: prata, ouro e Premium. A necessidade de se diferenciar em meio à concorrência e de agregar valor ao produto motivou a empresa a buscar um novo design para sua embalagem. Além de aumentar a visibilidade no ponto de venda, era preciso transmitir de forma mais clara os atributos da marca, como o elo histórico que possui com a região e os seus criteriosos processos de qualidade.rotulo_PREMIUM
Uma premissa do projeto, desenvolvido pelo escritório GRID Design e Estratégia, foi de que a embalagem da cachaça se tornasse um verdadeiro convite a degustá-la, combinando tradição com um visual mais moderno. O trabalho resultou em um reposicionamento da marca, que ganhou um tom mais elegante e um visual de destaque. Para o diretor da empresa, Mário de Andrade Lima Filho, o impacto gerado pelas novas embalagens deve triplicar o faturamento com o produto nos próximos dois anos. “Foi de grande importância para a empresa participar do Design Export. Através do projeto desenvolvido, podemos alavancar a marca diante do mercado, com uma maior visibilidade do nosso produto e, consequentemente, o aumento nas vendas”, detalha.
Já no caso da Barreto Silva, que tem como foco principais o Canadá, a Alemanha e os Estados Unidos, a ideia foi apresentar a cachaça Sanhaçu para o mundo. Para cumprir o objetivo, a empresa laçou o Kit Caipirinha Sanhaçu, que carrega toda a popularidade do drink brasileiro, facilitando a entrada da bebida em outros mercados, já que no exterior a caipirinha é mais conhecida do que a cachaça em si. O conjunto lançado pela Barreto Silva inclui uma garrafa da cachaça, um copo e um batedor, podendo ser acompanhado de um livro escrito por um especialista no assunto, em português e inglês.
Sanhacu_Kit Caipirinha (1)A caixa do kit, desenvolvida pelo escritório Herbert Perman Design, conta com uma “janela” para visualização do conteúdo, no formato do pássaro sanhaçu, símbolo da marca e da empresa. De acordo com a cachaçaria, o Kit Caipirinha Sanhaçu deverá aumentar em 5% o faturamento da empresa. Oto Barreto Silva, diretor da cachaçaria, ressalta a importância do Design Export para a expansão do negócio. “O programa tem sido uma ótima oportunidade de oxigenar a equipe criativa da empresa, buscando desenvolver produtos inovadores para um mercado tão competitivo e globalizado”, completa o empresário.
Sobre o Design Export
Ao longo dos dois últimos anos, o Design Export levou a inovação para 60 cidades de sete diferentes estados brasileiros, auxiliando no desenvolvimento de 100 soluções inovadoras voltados à exportação, entre eles produtos, embalagens, marcas, pontos de vendas e serviços. Realizado pela Agência Brasileira de Promoção de Exportações e Investimentos (Apex-Brasil) e pelo Centro Brasil Design (CBD), a iniciativa é um programa inédito que apoia empresas brasileiras no desenvolvimento de produtos inovadores e com design diferenciado voltados ao mercado internacional.
Com o objetivo de levar para a indústria nacional uma metodologia simples, didática e objetiva para que as empresas insiram a inovação como parte do processo de desenvolvimento de novos produtos, o programa estimula o uso do design. Sendo assim, o Design Export funciona como uma ponte entre os empresários e os designers, valorizando o design como ferramenta para a inovação. Os participantes recebem apoio para identificar os profissionais mais adequados às suas necessidades e têm acesso a recursos financeiros para a contratação do serviço de desenvolvimento do produto inovador.
Mais informações no site www.designexport.org.br
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Sobre o autor

Carioca, 19 anos de idade, fundador do blog Tanque Design. inspirado em tudo que é belo e de magnitude ampla.

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