Elegê was founded in 1959 in Rio Grande do Sul, built on a legacy of carefully selected producers and trusted production processes. For generations, the brand has been present in Brazilian homes, becoming a symbol of quality and everyday care.
The challenge was to evolve this heritage, bringing a more contemporary expression to the brand while preserving the emotional connection and recognisable elements that made Elegê a household name. The balance was delicate: modernize without losing its naïve charm; refine without distancing it from its farm-to-table essence.
Guided by the principle of design with meaning. Built for impact, the redesign was rooted in cultural familiarity and emotional resonance. Every decision aimed to strengthen the bond between brand and consumer, honouring the rituals, values, and trust embedded in Brazilian family life.
A new dynamic, cursive logotype was introduced to emphasise a more human and approachable tone, while subtle references to the original identity ensured continuity and recognition. The rigid graphic frame that once contained the brand gave way to a more organic milk splash, an element that feels alive, fluid, and true to the product itself.
The iconic cow and checkered pattern, deeply ingrained in the brand’s memory, was reinterpreted through watercolour textures. This approach softened its appearance on every graphic asset created for the Brand World, adding a sense of nostalgia, craftsmanship, and warmth. Here, craft is not decorative, it is strategic. Every element performs commercially.
The checkered texture evolves into a heart shape, reinforcing emotional connection and symbolising care, trust, and love for the health of Brazilian families.
Classic brand assets, such as the checkered pattern and the iconic cow, were amplified to become true brand anchors. They guide recognition across the shelf while enriching storytelling, ensuring the identity feels both familiar and renewed.
The result is a cohesive and flexible visual system that brings clarity across an extensive product portfolio.
With Elegê now spanning more than ten dairy categories, the design establishes consistency without repetition, creating a unified brand world that adapts seamlessly across formats, touch-points, and consumer journeys.
More than a redesign, this is a system built on intention, where every detail connects back to a clear idea, transforming heritage into a living, scalable brand.
Design Studio: Tátil Design
Creative Director: Fernanda Saboia, Ricardo Bezerra
Senior Designer: Cris Faluba
