Building a project without starting with the briefing is like building a castle out of sand.

There's some basic information you need to have in hand before you can actually deliver a project that resonates with your target audience — and keeps them loyal to you for life.

Let's use Puro Rio's rebrand as a case study.

Name & Tagline

The business was originally called Sucos do Heitor, so the first step of our work was setting a new name. The new name needed to work for franchising, be easy to pronounce, relate to the product — though that's not a requirement — and be available in the market.

Name: Puro Rio  ·  Tagline: Sucos naturais (Natural juices)

Mission

To deliver the most natural juice Rio's market had ever tasted, available in strategic locations — always there when you're feeling thirsty or hungry, when you want a natural, energizing refreshment with all the vibrancy of a fresh orange juice.

Vision

To become the biggest franchise in the state of Rio de Janeiro within the first 5 years, and reach the national market within 10. By 2036, Heitor wants Puro Rio shipping across the entire country.

Values

Make life easier for people, value local orange and fruit farmers, provide natural and organic juice, deliver the fastest and best experience for the client, and work with the latest technologies available. Help their employees grow, invest in their education, and make juice a fun experience — a whole world of Puro Rio.

Business References

Heitor looked at grape juice brands that weren't direct competitors — since he wouldn't be selling Brazilian grape juice from Rio Grande do Sul — as well as an international juice brand known for being available everywhere.

Unique Selling Proposition

Make the client experience the fastest, most efficient, and most fun it can be: juice packs delivered to homes, restaurants, and supermarkets; returnable bottles; minimalist packaging designed for kids; and nutrient-based games printed on the packaging.

Target Audience

Families who want a nutrient-rich drink in the most effective, sustainable, and healthy way — professionals in business and tech, around 50 years old, with two kids. People living in warm climates who want a refreshment on hand. Young people in their 20s, in college, heading to class at night, who work and can afford their own things, and are willing to spend a bit more on drinks that support their health.

Persona

Marked as "to be developed." And that's fine — not every field needs to be filled on day one. A briefing is a starting point, not a locked document. What matters is knowing exactly which pieces are still missing, instead of pretending you already have them.

Market Segment & Price Range

Food and beverage. R$9 for 90ml / R$25 for 3 liters.

Personality of the Business

Brand archetype: The Caregiver.

Deliverables Expected

Heitor wanted it all! Logo, color palette, typography, packaging, packaging sets for different liter sizes, store facade, in-store menu, a delivery website that also tells the brand's story, brand guidelines, business proposal templates for restaurants, signage for the stores (entrance signs, price boards, a custom-designed card machine, taglines in the brand colors, chairs in the brand colors) — everything. Billboards for the street, bus stops. Everything. Uniform t-shirts, caps. Foam fingers for soccer games. Carnival costumes. Halloween costumes. Heitor wanted it all!

Budget

Heitor's budget was no joke — he had R$100,000 to invest in opening 2 initial franchises and in all the advertising materials to get started. He had partnerships with packaging suppliers and fruit suppliers, funds to buy equipment, and everything else needed for the launch, all across strategic locations in Rio.

Deadline

His deadline was yesterday. But as a designer who respects work done right, I delivered it to him in two weeks: visual identity in week one, applied materials in week two. Said and done.

Heitor was always available whenever I needed him — a client who responds fast, not the kind who takes 3–4 weeks to schedule the next meeting while everything else takes priority. That was Heitor's way of working.

The takeaway

A briefing isn't paperwork before the fun part starts — it is the fun part. It's the difference between a logo that gets noticed once and a brand system that gets built on for a decade.

If you want a free PDF briefing template to guide your next project, grab it below.