Elsa

Elsa: Nourishing Angola with Quality, Love and Cultural Pride!

Project Type
Brand Strategy / Graphic Design

Location
Angola

Industry
FMCG

Challenge

Amidst Angola’s economic crisis, Elsa needed to establish itself as a locally rooted FMCG

brand that:

Captures cultural nuances to build trust and emotional connection.
Stands out visually among competitors.
Maintains a cohesive identity across diverse products like powdered milk, tuna, and cereals while delivering international quality at affordable prices.

Intervention

Blue Hat crafted a brand strategy and identity celebrating Angola’s heritage while integrating modern design.

Cultural Insights: Research highlighted grandmothers as central caregivers in Angola, shaping Elsa’s Caregiver archetype and its values: generosity, trust, quality, warmth, and consistency.

Visual Identity:

Emblem: AI tools like MidJourney created a grandmother mascot reflecting care and tradition.
Motifs: Samakaka patterns added bold, culturally resonant designs ensuring high shelf visibility.
Color Palette: Black, red, and white, inspired by Angola’s flag, reinforced local pride.
Storytelling: A Portuguese copywriter helped craft a slogan that resonated with shoppers, reinforcing Elsa’s promise of quality and affordability.

Localization: Collaborating with a Portuguese native copywriter, we crafted the slogan "Um Toque de Carinho, A Sprinkle of Love" and ensured culturally authentic language across all packaging labels, reinforcing Elsa’s commitment to resonate deeply with Angolan families.

Product Expansion: Elsa’s cohesive identity supported seamless expansion into multiple FMCG categories, ensuring consistency across SKUs.