For over 30 years, HLB Specialties has been distributing products from Latin America to the American and European markets. More recently, even for the Asian market. The company started taking Brazilian papayas to the United States many years ago, followed by a distribution of exotic fruits. However, until today, papaya has remained the company’s 'flagship’ item.
For HLB’s exotic product line, the company worked together with BST Design to develop new packaging. Its exotic fruits won the market with cheerful and colorful packaging, always bringing the culture of each country. The collection comprises a range of assorted clamshell labels, master boxes and primary boxes for each product.
“To develop HLB's line of exotic products, we started with Rambutan, working strong colors contrasted with the dark blue background of HLB's identity. A character was created, the 'Rambu', starting from the fun shape of the fruit, focusing on children. It even got a Halloween version”, says Baíta Sicupira, director of BST Design. The exotics line continued to grow, and BST Design also created packaging for other fruits, including Physaliis, which was developed for a large supermarket chain, focusing on the European market.
Baíta makes a point of highlighting the importance of packaging for the success of a product. The design and harmony with the product it contains make it an efficient marketing and sales tool for the final consumer at the point of sale.
