Petras by Studio Zak at Avant-Garde 2026
Petras Agroindústria operates in a category where packaging is usually purely functional, generic, and price-driven. This project rethinks how premium barbecue charcoal can show up on shelf, using design, material choices, and illustration as strategic tools.
Instead of the typical kraft bag common in the category, a black paper-based pack was developed. The dark surface helps conceal charcoal residue during packing, transport, and handling, keeping the bag cleaner throughout its lifecycle. High-contrast white sustainable inks improve legibility and reinforce the product’s premium positioning while aligning with the brand’s environmental values.
The brand’s 25-year-old mascot was redesigned into a more expressive and contemporary character, bringing warmth and personality to a traditionally overlooked market while maintaining recognition. Petras charcoal is produced from eucalyptus grown through controlled reforestation, where every harvested tree is replanted. The packaging supports this responsible model by reducing visible wear, extending usability, and strengthening shelf impact. For the company, this means greater differentiation and perceived value. For consumers, a cleaner, more practical, and more engaging experience.
Studio Zak’s project was selected by the jury for the Design category and will be showcased in the dedicated Avant-Garde area at Packaging Première 2026.
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