{"id":75122,"date":"2025-12-18T07:28:19","date_gmt":"2025-12-18T07:28:19","guid":{"rendered":"https:\/\/codewebbarcelona.com\/branding-destacado-la-semana-price-packs-by-serviceplan\/"},"modified":"2026-06-10T23:15:20","modified_gmt":"2026-06-10T23:15:20","slug":"branding-destaque-semana-price-packs-serviceplan","status":"publish","type":"post","link":"https:\/\/codewebbarcelona.com\/pt-pt\/branding-destaque-semana-price-packs-serviceplan\/","title":{"rendered":"Branding em destaque da semana: Price Packs by Serviceplan"},"content":{"rendered":"<h3>Quando o pre\u00e7o se transforma na identidade da marca em tempos de infla\u00e7\u00e3o<\/h3>\n<p>Semanalmente, analisamos um projeto de branding que mostra como o design pode ir muito al\u00e9m da est\u00e9tica e tornar-se uma poderosa ferramenta estrat\u00e9gica para o neg\u00f3cio. Esta semana, destacamos Price Packs para a PENNY, desenvolvido pela Serviceplan Germany e Serviceplan Design, um dos exemplos mais radicais, inteligentes e relevantes do branding contempor\u00e2neo no setor do grande consumo.<\/p>\n<p>Num cen\u00e1rio marcado pela infla\u00e7\u00e3o, perda de poder de compra e crescente desconfian\u00e7a face \u00e0 volatilidade dos pre\u00e7os, a PENNY toma uma decis\u00e3o pouco convencional: faz do pre\u00e7o o eixo central da sua identidade visual. Price Packs n\u00e3o \u00e9 apenas um redesign de embalagens, \u00e9 uma afirma\u00e7\u00e3o clara de posicionamento, confian\u00e7a e coer\u00eancia.<\/p>\n<p><iframe width=\"1920\" height=\"1080\" src=\"https:\/\/www.youtube.com\/embed\/yMoKpZregrs\" title=\"PENNY &quot;PRICE PACKS&quot; - SERVICEPLAN GERMANY\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h3>Um contexto econ\u00f3mico que exige clareza, n\u00e3o promessas<\/h3>\n<p>Ap\u00f3s os anos de pandemia, o mercado europeu enfrentou uma das maiores crises do custo de vida das \u00faltimas d\u00e9cadas. A infla\u00e7\u00e3o, os problemas nas cadeias de abastecimento e o aumento generalizado dos pre\u00e7os criaram uma sensa\u00e7\u00e3o de incerteza constante entre os consumidores.<\/p>\n<p>Neste contexto, muitas marcas optaram por mensagens emocionais ou narrativas aspiracionais, muitas vezes afastadas da realidade do dia a dia. A PENNY, por sua vez, escolhe abordar aquilo que realmente importa ao seu p\u00fablico: o pre\u00e7o. E f\u00e1-lo da forma mais direta poss\u00edvel.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-18.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14095\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-19.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14096\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-31.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14097\" \/><\/p>\n<div style=\"width: 1920px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-75122-1\" width=\"1920\" height=\"1080\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-1.mp4?_=1\" \/><\/video><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-7.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14099\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-9.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14100\" \/><\/p>\n<h3>O insight-chave: a embalagem como pacto de confian\u00e7a<\/h3>\n<p>O grande m\u00e9rito estrat\u00e9gico de Price Packs est\u00e1 em encarar a embalagem como uma promessa concreta. O desenvolvimento e produ\u00e7\u00e3o de embalagens exige meses de planeamento e fabrico, tornando qualquer informa\u00e7\u00e3o impressa num compromisso de m\u00e9dio prazo.<\/p>\n<p>Ao imprimir o pre\u00e7o diretamente na embalagem, a PENNY elimina qualquer suspeita de altera\u00e7\u00f5es inesperadas. A embalagem passa a ser uma garantia de estabilidade. N\u00e3o se trata de uma mensagem publicit\u00e1ria nem de uma promo\u00e7\u00e3o tempor\u00e1ria: \u00e9 uma decis\u00e3o estrutural que impacta design, produ\u00e7\u00e3o, log\u00edstica e retalho.<\/p>\n<p>Como explica Matth\u00e4us Frost, Diretor Criativo da Serviceplan, fazer do pre\u00e7o o elemento gr\u00e1fico principal foi a forma mais honesta e assertiva de transmitir seguran\u00e7a num contexto de incerteza econ\u00f3mica.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-15.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14101\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-20.jpg\" alt=\"\" width=\"1600\" height=\"1067\" class=\"alignnone size-full wp-image-14102\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-26.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14103\" \/><\/p>\n<div style=\"width: 3000px;\" class=\"wp-video\"><video class=\"wp-video-shortcode\" id=\"video-75122-2\" width=\"3000\" height=\"2000\" preload=\"metadata\" controls=\"controls\"><source type=\"video\/mp4\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-2.mp4?_=2\" \/><\/video><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-3.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14105\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-10.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14106\" \/><\/p>\n<h3>Design gr\u00e1fico radical: quando menos \u00e9 mesmo mais<\/h3>\n<p>Visualmente, Price Packs aposta numa est\u00e9tica de simplicidade extrema. O pre\u00e7o domina a embalagem com total protagonismo. N\u00e3o h\u00e1 imagens, nem narrativas visuais complexas, nem elementos decorativos sup\u00e9rfluos.<\/p>\n<p>Toda a informa\u00e7\u00e3o relevante do produto \u00e9 integrada de forma funcional na pr\u00f3pria embalagem. Esta abordagem permite que o sistema funcione em qualquer formato \u2014 caixas, garrafas, sacos ou embalagens flex\u00edveis \u2014 sem necessidade de adaptar o conceito.<\/p>\n<p>O resultado \u00e9 um design brutalmente claro, onde o produto \u00e9, ele pr\u00f3prio, a mensagem.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-1.jpg\" alt=\"\" width=\"1850\" height=\"1042\" class=\"alignnone size-full wp-image-14107\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-4.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14108\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-16.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14109\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-29.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14110\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-35.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14111\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-11.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14112\" \/><\/p>\n<h3>A cor como ferramenta de orienta\u00e7\u00e3o na prateleira<\/h3>\n<p>Apesar do design ser radicalmente simples, a cor assume um papel fundamental. A Serviceplan realizou uma an\u00e1lise detalhada dos c\u00f3digos crom\u00e1ticos usados em cada categoria de produto no retalho alem\u00e3o.<\/p>\n<p>Com base nesse estudo, foram selecionadas as cores mais reconhec\u00edveis para cada tipo de produto, permitindo ao consumidor identificar rapidamente a categoria e, ao mesmo tempo, encontrar o artigo mais econ\u00f3mico.<\/p>\n<p>A cor n\u00e3o serve para decorar, mas sim para facilitar a experi\u00eancia de compra e reduzir o esfor\u00e7o cognitivo do utilizador.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-30.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14117\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-28.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14116\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-27.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14115\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-1-1.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14114\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-33.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14113\" \/><\/p>\n<h3>Identidade PENNY: coer\u00eancia na disrup\u00e7\u00e3o<\/h3>\n<p>Apesar do car\u00e1cter disruptivo da proposta, Price Packs mant\u00e9m-se fiel \u00e0 identidade da PENNY. Elementos-chave como o ic\u00f3nico ponto amarelo e a tipografia Akko continuam presentes como \u00e2ncoras visuais.<\/p>\n<p>A tipografia surge num peso negro mais marcado, refor\u00e7ando a legibilidade do pre\u00e7o e aumentando o impacto visual. Assim, a marca permanece reconhec\u00edvel sem interferir na mensagem principal.<\/p>\n<p>\u00c9 um exemplo not\u00e1vel de evolu\u00e7\u00e3o de marca sem perder a sua ess\u00eancia.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-13.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14122\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-8.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14121\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-5.jpg\" alt=\"\" width=\"2000\" height=\"1333\" class=\"alignnone size-full wp-image-14120\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-21.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14118\" \/><\/p>\n<h3>Sele\u00e7\u00e3o estrat\u00e9gica de produtos essenciais<\/h3>\n<p>Para o lan\u00e7amento inicial, a PENNY e a Serviceplan escolheram cinco produtos essenciais da marca pr\u00f3pria: sal, maionese, aveia, p\u00e3o de forma e batatas fritas. Produtos de consumo di\u00e1rio, elevada rota\u00e7\u00e3o e pre\u00e7os tradicionalmente est\u00e1veis.<\/p>\n<p>Esta sele\u00e7\u00e3o refor\u00e7a a credibilidade do conceito e demonstra que Price Packs n\u00e3o \u00e9 uma a\u00e7\u00e3o isolada, mas sim um compromisso real com o quotidiano do consumidor.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-25.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14123\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-32.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14124\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-34.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14125\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-36.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14126\" \/><\/p>\n<h3>Um sistema que vai al\u00e9m da embalagem<\/h3>\n<p>O sistema visual de Price Packs estende-se a campanhas outdoor, ponto de venda e redes sociais, sempre com total coer\u00eancia. O pre\u00e7o volta a ser o protagonista em todos os suportes.<\/p>\n<p>A campanha OOH amplifica o impacto da embalagem, levando a mesma linguagem gr\u00e1fica para formatos de grande escala. A mensagem \u00e9 clara, reconhec\u00edvel e direta: pre\u00e7os baixos, impacto elevado.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-23.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14127\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-24.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14128\" \/><\/p>\n<h3>Reconhecimento internacional: m\u00faltiplos D&#038;AD Pencils<\/h3>\n<p>Price Packs foi amplamente reconhecido no circuito criativo internacional, arrecadando v\u00e1rios D&#038;AD Pencils \u2014 Yellow, Graphite e Wood \u2014 em categorias como Packaging Design, Graphic Design, Brand Identity Refresh, Commerce, Press &#038; Outdoor e Direct.<\/p>\n<p>Estes pr\u00e9mios validam n\u00e3o s\u00f3 a est\u00e9tica do projeto, mas tamb\u00e9m a sua intelig\u00eancia estrat\u00e9gica e a capacidade de resolver um desafio real de neg\u00f3cio atrav\u00e9s do design.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-14.jpg\" alt=\"\" width=\"1600\" height=\"1131\" class=\"alignnone size-full wp-image-14129\" \/><\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-12.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14130\" \/><\/p>\n<h3>Cr\u00e9ditos do projeto<\/h3>\n<p>Entrant Company: Serviceplan Germany<br \/>\nAdvertising Agency: Serviceplan Germany<br \/>\nDesign Agency: Serviceplan Design<br \/>\nProduction Company: We Make Them Wonder<br \/>\nClient: PENNY<br \/>\nYear: 2025<br \/>\nCountry: Germany  <\/p>\n<p><img decoding=\"async\" src=\"https:\/\/codewebbarcelona.com\/wp-content\/uploads\/2025\/12\/branding-destacado-de-la-semana-price-packs-by-serviceplan-17.jpg\" alt=\"\" width=\"1600\" height=\"1066\" class=\"alignnone size-full wp-image-14131\" \/><\/p>\n<h3>Conclus\u00e3o: quando o branding deixa de prometer e come\u00e7a a cumprir<\/h3>\n<p>Price Packs \u00e9 um exemplo claro de como o branding pode ser uma verdadeira ferramenta de confian\u00e7a. Em vez de prometer, demonstra. Em vez de persuadir, compromete-se.<\/p>\n<p>Ao transformar o pre\u00e7o em identidade, a PENNY e a Serviceplan redefinem o papel da embalagem e do design gr\u00e1fico no grande consumo. O resultado \u00e9 um sistema honesto, funcional e corajoso, que responde diretamente \u00e0s preocupa\u00e7\u00f5es reais do consumidor atual.<\/p>\n<p>Num mercado saturado de mensagens vazias, Price Packs prova que a simplicidade, quando nasce de um insight genu\u00edno, pode ser a forma mais sofisticada de comunicar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Quando o pre\u00e7o se transforma na identidade da marca em tempos de infla\u00e7\u00e3o Semanalmente, analisamos um projeto de branding que mostra como o design pode ir muito al\u00e9m da est\u00e9tica e tornar-se uma poderosa ferramenta estrat\u00e9gica para o neg\u00f3cio. Esta semana, destacamos Price Packs para a PENNY, desenvolvido pela Serviceplan Germany e Serviceplan Design, um [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1107,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[],"class_list":["post-75122","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Branding em destaque da semana: Price Packs by Serviceplan - CODE<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/codewebbarcelona.com\/pt-pt\/branding-destaque-semana-price-packs-serviceplan\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Branding em destaque da semana: Price Packs by Serviceplan - CODE\" \/>\n<meta property=\"og:description\" content=\"Quando o pre\u00e7o se transforma na identidade da marca em tempos de infla\u00e7\u00e3o Semanalmente, analisamos um projeto de branding que mostra como o design pode ir muito al\u00e9m da est\u00e9tica e tornar-se uma poderosa ferramenta estrat\u00e9gica para o neg\u00f3cio. 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