Mentocaína is a brand from Grupo Azevedos, positioned in the throat lozenges category — a highly competitive segment defined by strong visual conventions.
In a market where clarity, trust and differentiation are essential at the point of sale, the brand aimed to evolve its packaging presence by strengthening identity, legibility and consistency across variants.
This project emerged from that ambition: to build a packaging language that is more contemporary, more structured and better equipped to express the brand in a highly competitive retail environment.
Mentocaína sought to stand out more clearly within a visually codified category by developing a packaging language that is more contemporary, consistent and relevant to consumers.
The challenge was not simply to redesign the packaging. It was to create a system capable of strengthening the brand, highlighting product attributes more effectively and establishing a stronger presence at the point of sale.
Shift developed a packaging proposal based on clarity, hierarchy and consistency. The new graphic architecture was designed to give greater prominence to the brand, simplify the reading of information and organise the product range in a more coherent way. In parallel, we created a proprietary symbol with an identity function and the ability to extend across different variants, reinforcing recognition and visual unity.
The visual language balances precision, impact and legibility, translating product benefits through a cleaner, more contemporary and structured expression.
The result is a stronger and more recognisable packaging system, designed to reinforce Mentocaína’s presence on shelf.
The new language gives greater prominence to the brand, improves information hierarchy and creates clearer and more immediate differentiation between the product variants. At the same time, it introduces greater visual consistency across the range, helping to build a more uniform, memorable and distinctive presence at the point of sale.
More than a new packaging design, the project provides Mentocaína with a clearer and more structured foundation for long-term recognition and differentiation.
Packaging design project for the Mentocaína range, developed for Grupo Azevedos.
