PROJECT

SerraMel | Packaging Redesign

Industry
Food
Client
Serra Mel
Scope
  • Design, Packaging Design
CONTEXT

SerraMel is a brand with strong recognition in the national market, present in major retail chains across Portugal and with a growing presence in international markets.

Over the years, its products have accumulated several national and international awards, reflecting the quality of the honey, the care behind its production, and its genuine connection to the world of beekeeping.

However, despite this recognition and consumer trust, there was a need to evolve the brand’s packaging language, creating a more consistent, distinctive, and scalable visual identity capable of supporting SerraMel’s growth and its expanding product ranges.

THE CHALLENGE

The challenge was to redesign SerraMel’s packaging system, reinforcing the perception of exceptional product quality without losing the authenticity, warmth, and natural character that have always been part of the brand’s identity.

It was important to:

  • increase shelf recognition;
  • create greater consistency across ranges and products;
  • improve readability and differentiation between honey varieties;
  • communicate higher quality and trust in both national and international contexts;
  • and develop a flexible visual language capable of supporting future brand extensions, such as granola products.
 

All while maintaining SerraMel’s connection to its traditional and artisanal roots, but through a more refined, balanced, and market-ready visual approach.

THE APPROACH

The approach focused on preserving the brand’s most recognizable and distinctive elements, while applying them more consistently across all product ranges.

The redesign aimed to reinforce:

  • the authenticity of the product;
  • the natural and floral universe associated with bees and beekeeping;
  • information clarity;
  • and shelf legibility.
 

The new visual system was developed to create greater consistency between product references, while still maintaining clear differentiation between varieties and product categories.

RESULT

The result was a stronger, more consistent packaging system prepared to support SerraMel’s continued growth in both national and international markets.

The new visual identity reinforced the brand’s shelf presence, elevated the perceived quality of the products, and helped consolidate a more recognizable and cohesive identity across different categories.

Today, SerraMel continues to establish itself as a reference brand within the sector, accumulating national and international distinctions while strengthening its presence among Portuguese consumers and external markets.

A project where design sought to give credible visual expression to the quality, authenticity, and recognition the brand had already been building over time.