Since 1963 Camil, a Brazilian company, has a history of commitment to quality. It became a leader in Latin America in the processing, distribution and marketing of rice and beans. The company currently has a total production capacity of 1.8 million tons of grain and sells products in over 60 countries. Bean is a product of widespread use but preparation time takes too long. Based on that Camil decided to launch a product line that is "ready cooked". The agency was in charge of the development of the graphic concept for the line using an easy opening 380 grams package provided by TetraPak.

As a basis we adopted the Gestalt theory, which says: "the clearer and concise, the better the idea is transmitted and in turn, captured". To position the Camil brand in a prime area the packaging became a focal point. We presented the product giving emphasis to the grain and texture using close ups evidencing this way an appetite appeal. At the top of the pack, where the opening is made naturally, a common area in yellow was created and icons positioned, illustrating the procedure of the opening method where utensils are unnecessary.The products were differentiated by the use of highlight colours.

Not containing preservatives and / or additives, the products have a lifetime of 18 months. They have become an option for small families and people living alone. The packaging has made the launch possible, and created a new category on the shelves. Another advantage was the gain on the sidelines of a commodity product. The commercialisation of the products as a whole takes place in April in the northeast and southeast of Brazil, where some products are for sometime marketed, and therefore already have brand awareness.