Rico Superfood
A tropical açaí brand built for the Middle East — where Brazilian jungle flavor meets premium retail in Qatar.
Rico Superfood is a tropical açaí brand built for Qatar's retail market. The identity translates the authenticity of Brazilian jungle ingredients into a visual language sophisticated enough for Middle Eastern premium consumers, anchored in a lush, saturated palette and minimal typography. The project also includes a packaging system for the full product line and a store design concept translating the brand into wall graphics, signage, and an immersive tropical retail environment.
The Challenge
Rico Superfood needed a complete brand identity for a tropical açaí ice cream concept entering the Qatari retail market. The challenge: translate the authenticity of Brazilian jungle ingredients and flavors into a visual language sophisticated enough for the Middle Eastern premium consumer — without losing the tropical vitality that makes açaí culture distinctive.
Context & Research
Research revealed a gap in the Qatari food retail market: a growing appetite for international "superfood" concepts positioned between health and indulgence. Açaí — already established in Brazilian culture as a lifestyle product — represented an ideal entry point. The visual opportunity was to own the intersection of tropical origin and Middle Eastern premium retail aesthetics.
The Visual System
The Rico Superfood identity is anchored in a lush, saturated palette drawn from Brazilian rainforest imagery — deep greens, vibrant purples, and tropical golds — refined through a minimal typographic system that communicates quality and modernity. The logo balances organic warmth with retail precision: approachable enough for families, premium enough for discerning consumers.
Packaging System
The packaging system was developed for the full product line: açaí bowls, cups, toppings packaging, and branded accessories. Each format carries the brand's tropical visual language while meeting the practical requirements of food retail in the Gulf region — heat resistance, bilingual labeling (English/Arabic), and regulatory compliance for the Qatari market.
Store Design Concept
The store concept translates the brand identity into a full spatial experience: wall graphics, menu system, signage, and environmental typography that transforms the retail space into an immersive tropical world. The concept was developed as a design guide for the store fit-out team, establishing visual standards for the physical brand environment.