What the old look of 15+ products we love and use every day looked like

We are so used to seeing and using some products in our daily lives that sometimes we don’t even notice that they change their face, get new logos, more vibrant colors on the packaging or are presented to the consumer in different formats.

Looking back, we noticed that the can of tomato paste that our grandmothers or great-grandmothers used to make that beautiful pasta was very different from today’s plastic packaging. Not even the elephant was the same! The Danoninho that his uncles had been waiting so long for at lunchtime also had another look. And the steel sponge? How much difference!

O awesome.club entered the time tunnel and went looking for images of how the packaging of brands we love and use every day were (and how they are today). At the bonusa can, which has changed very little in a hundred years, from a product that almost everyone has used!

Coca-Cola arrived in Brazil in 1941 and, at that time, the only format available was the traditional 185 ml glass bottle. Later, larger-volume bottles were launched, such as the Coca-Cola Family (below), which was successful in the 1950s and 1960s, serving four or more glasses and promising more savings.

Following the evolution of the Brazilian headquarters, the company invested in new formats over time, reaching cans and pets of 2 or 2.5 and even 3 liters.

The guarana soda was launched in Brazil in 1921 under the name Guaraná Champagne Antarctica. The bottle model with a paper label and the red cross band was popular in the 1960s and 1970s. At the time, the brand launched a successful campaign starring the character Teobaldo (below), who called anyone he considered boring “boko moko”. and outdated.

Guaraná Antarctica cans hit the market in the early 1980s, a decade in which the glass bottle also underwent a visual overhaul.

Leão Junior was founded in 1901 by Agostinho Ermelino de Leão Junior, in Paraná, to process and industrialize yerba mate. The Matte Leão brand as we know it, however, only hit the market in the 1930s and the can that we see above is its first packaging. In 2007, the brand was sold to Coca-Cola and continues to update its look.

The Swiss brand Maggi arrived in Brazil in the early 1960s, revolutionizing the way of cooking with its industrialized broths. In the montage above, a proof of how the brand’s visual language has evolved from that time to now.

In the mid-1970s and throughout the following decade, to face its main competitor (Knorr), Maggi invested heavily in the Galinha Azul campaign. One of the most remembered actions, especially by children at the time, was the distribution of gifts (below): a beautiful broth holder for the kitchen and the Blue Chicken that lifted its wings and laid eggs!

Doriana emerged in the early 1970s as the first creamy margarine on the Brazilian market. His visual style was quite different from the current one. And we guarantee that those who lived through that time will miss it when they remember the round packaging decorated with daisies.

Elefante tomato extract appeared in the 1940s, produced by Companhia Industrial de Conservas Alimentícias, better known by the acronym Cica. Jotalhão, created by designer Mauricio de Sousa, only appeared in advertising and product packaging in the 1960s. Today it is almost impossible to imagine tomato paste without the friendly figure of the character.

The brand is so beloved that, recently, it became a super charming line of kitchen utensils. Mônica herself, Mauricio’s daughter, happily posted the news on her social networks.

Nestlé’s Milk Moça arrived in Brazil in 1875 and, at the time, was an imported product, produced by Anglo-Swiss Condensed Milk Co. So it kept the original name, Milkmaid. Because it is a difficult word to pronounce, people started to call it “milk of the young woman” or “milk of the young lady”, which ended up naming the Marca Moça in 1925.

Since then, this indispensable ingredient for pudding, brigadeiro and so many other delights has undergone several visual redesigns. But always keeping the graceful figure of the milkmaid on the label.

Farinha Láctea Nestlé arrived in Brazil a year after Leite Moça, in 1876. It was also imported and kept its original name, Farine Lactée Nestlé. In 1924, it began to be produced in Brazil and, of course, its name was translated.

Nescau, see, was born as Nescáo in 1932. It only received the letter “u” in 1955 and the instant formula, in 1960. Unlike other products by the multinational Nestlé, Nescau was created by the company’s Brazilian team.

Maizena is a brand that has complete confidence in its look. It was created in 1842 in the United States and kept the yellow box as a symbol of tradition. Since then, there have been several changes in the packaging of corn starch. Although rearranged and with a new logo, the layout maintains its strengths: the color and the illustration of the Indians growing and preparing the corn.

One of the rare occasions when Maizena underwent more radical changes was in 2014, when the brand celebrated 125 years of presence in Brazil and placed retro images on the box to celebrate. Despite being sold here since 1874, the brand was registered in the country in 1889. At the time, it was still imported, but it started to be produced nationally in 1930.

The dear Danoninho was launched in Brazil in 1973, three years after the Danone brand arrived here. Its look, let’s face it, has improved a lot and became more attractive to children and adults. Who hasn’t had a crazy urge to attack several pots of Danoninho in a row?

Chicabon was launched by Kibon in 1942, the younger brother of the company’s first ice cream, the Eskibon. It has had many faces over the decades and continues to evolve visually. But to this day it is synonymous with chocolate popsicle in Brazil.

A curiosity: did you know that Kibon already had a line of chocolates? We neither! But we found an old advertisement and shared it with you.

Look at the difference between the character of the Garoto bonbons of yesteryear and the one of today. The history of the company and its products is told at the Garoto Museum, in Vila Velha (ES), where the German immigrant Heinrich Meyerfreund founded his fantastic factory in 1929.

Heinrich’s first products, however, were candies, sold by boys on the Vila Velha trams. Soon they became known as “the boys’ bullets”, which ended up naming the brand. The company started making chocolates in 1934 (pictured below) and the famous box with assorted chocolates was launched in the late 1950s.

“After a good sleep, we get up, take that shower, brush our teeth…” Do you know this song? The theme was launched in a 1974 advertising campaign, but Café Seleto is older than that. The brand was born in 1948 and has gone through many visual changes throughout its history.

Today, Café Seleto’s old logo is stamped on a collection of ceramic vases, mugs and pots, for those who like to give their breakfast a retro feel.

Omo appeared in Brazil in 1957 and, at the time, its sale was restricted to the cities of São Paulo and Rio de Janeiro. The washing machine was still a luxury for many families and most used stone soap to wash clothes.

Many packaging changes have taken place over the years, but one thing is certain: Omo is the most remembered brand of washing powder by Brazilians. Since 1993, it has been champion of the Top do Top, a category in the Top of Mind survey by the newspaper Folha de S.Paulowhich annually ranks the most admired brands in the country.

Can you imagine the Gina Sticks package without the face of model Zofia Burk? Before 1975, the products of the São Paulo company Rela Gina, founded in 1947, did not have a “face”. To this day, “Gina” is present on the packaging of other products, such as barbecue skewers, clothespins and ice cream sticks.

The brand name was given in honor of the mother of the company’s founders. Despite her name Rosa Del Nero Rela, her nickname was Gina.

Leite de Rosas was created in Rio de Janeiro in 1929, made by Francisco Olympio de Oliveira in his own home. The initial marketing strategy involved ads tacked to posts. Later, already recognized, the brand sponsored radio programs and singers, with sisters Carmen and Aurora Miranda as poster girls.

Leite de Rosas is a classic and, in addition to the traditional deodorant, it has a line that includes soaps and moisturizer.

In 1948, Roberto Sampaio Ferreira decided to copy, in Brazil, the steel wool used by American housewives. The novelty was a success and, in the first year, 48 thousand units of Bombril were sold. In the 1950s, when television appeared in Brazil, the brand incorporated the novelty and sponsored the Bombril Circuson TV Tupi.

The old packaging has almost nothing to do with the original, except for the name of the product. And even the steel sponge had a different shape, as shown in the photo below.

It’s very likely that you’ve already heard grandma’s advice to use Minancora to dry an indiscreet pimple that popped up on your face. The product has been around since 1912 and was registered in 1915. Soon its fame gained Brazil and the ointment began to be distributed nationally.

The comparison between an old can and a new one shows that the product basically maintains the same face, the same colors and the image of the goddess Minerva holding the anchor (Minancora is the junction of these two words). Why mess with a team that has been winning for over 100 years?

Do you find old or modern packaging more charming? What differences between the looks of the products caught your attention the most? Which ones can’t be missing in your home at all? Share your stories, preferences and opinions in the comments!