Guaraná Power

INDEX: Design to Improve Life®

INDEX: Design to Improve Life®

In recent years, farmers in the Brazilian Amazon have seen the price they receive for guaraná fall by 80%, while the cost of their products to the consumers has risen.

The concept and production of Guaraná Power helps local farmers organize themselves in response to the activities of multinational corporations. Thus helps the farmers to earn a living and make a better life for themselves.

Guaraná Power shows how we can contribute to the struggle for global justice. It does so not by working against globalization, but rather by seeking to bring the benefits of globalization to more people. Ultimately, consumers around the world can enjoy a delicious and tasteful product.

The Guaraná Power label sends a clear message: Buy the “people’s brand” rather than a corporate brand. That message neither confuses nor dilutes; it is sharp and clear.

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  • Title: Guaraná Power
  • External Link: Guaraná Power - INDEX: Design to Improve Life® website
  • Sustainable Development Goals targeted: No Poverty, Reduced Inequalities
  • INDEX: Award Cycle: 2005
  • INDEX: Award Category: Work
  • Driver(s) of Change: Globalization, Income Inequality, Limits to Industrial Capitalism
  • Designed By: SUPERFLEX
  • Country of Design : Denmark