Emana Calda de Tâmaras Identity + Packaging Emana is the first Date Syrup (Calda de Tâmaras) Brazilian brand on the market and we were commissioned to created the identity and packaging for this new product. CHALLENGE The challenge was to create an identity and packaging that felt premium, healthy and natural. In addition, dates and their by-products aren’t common in Brazil and the syrup will compete with more familiar sweeteners, such as honey and coconut sugar. Design principles: Exotic – the product is made of premium dates imported from Israel. Neutral – the product can be used to sweeten a wide variety of dishes without changing the resulting flavour. Benign – date syrup is healthier than honey and many other sweeteners. Premium – because of its higher cost, customers should know they’re purchasing a superior quality product. SOLUTION We decided to target the identity and label to a health- and environment-conscious audience that can pay a premium for alternatives to sugar.