From wines to automobiles, branding for Rio’s 450-year anniversary

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Rio450anos

By Celia Abend

Companies from various sectors are joining in the 450-year anniversay of Rio de Janeiro by launching special lines or adding the logo designed by the local council to their products. Fiat, for example, launched a special limired edition called ‘Novo Uno Rio 450’, of its 1.0 litre model passenger car, with alloy wheels, which will carry the symbol of the 450-year anniversary on the boot/trunk and both sides of the vehicle. TAM, the largest airline in the country, included the logo on the fuselage of aircraft used on shuttle flights between Rio and Sao Paulo.
The one-hunderd-year-old Confeitaria Colombo used its tradition in Portuguese culinary to create fried salty snacks (pasteis) from Lapa (pumpkin and salt beef) and Castelo (cod fish), in honor of the two most traditional and historic neighborhoods in Rio. Shopping Rio Sul, one of the oldest in the city, has had a six-hundred-square-meter panel on its frontage since October 2014 with illustrations identifying the local inhabitants’ style of life. Grupo Miolo launched limited edition red, white and sparkling wines under its own brand to be drunk on the hot days of summer in Rio, with labels showing some of the best-known landscapes in Rio de Janeiro: Sugar Loaf mountain (Pão de Açúcar) and Christ the Redeemer (Corcovado).

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