Embalagem Pastéis de Belém

“Meia dúzia de Pastéis de Belém”. Nenhuma outra frase traz aos portugueses, e a muitos outros povos, tanta doçura, tamanha alegria ou tão bem merecidas calorias. Dita ao balcão da Fábrica dos Pastéis de Belém, em Lisboa, esta frase dá voz a um pedido que é prontamente respondido com uma caixa de seis pastéis. Tal como o seu conteúdo, esta caixa não tem igual, nem rival.

Há cerca de 30 anos os donos da confeitaria criaram, em colaboração com técnicos do Centro Nacional de Embalagem, um protótipo de caixa para pastéis que fosse diferente das outras usadas para bolos de pastelaria, sortido fino e miniaturas. Em vez do habitual paralelepípedo feito de duas partes de cartolina dobrada encaixadas uma na outra, conceberam um longo prisma hexagonal.

Miguel Clarinha, gerente e descendente dos proprietários originais dos Pastéis de Belém, conta como estes bolos, de cremoso conteúdo e frágil contentor de fina massa folhada, eram não colocados em caixas, mas “embrulhados aos pares, casados um em cima do outro” – o que aumentava a sua resistência e integridade – em pacotes feitos de papel e rematados com cordel.

Aconchegando na perfeição três volumes de dois pastéis cada, esse prisma conseguia, como nenhuma caixa o tinha feito antes, acondicionar devidamente meia dúzia de pastéis. Fazia-o também com menos papel, e em menos tempo.

Planificada e cortada a partir de uma única folha de cartolina, as seis principais arestas da caixa eram pré-vincadas, sendo uma delas colada; só as abas dos topos ficavam por dobrar. Ao balcão, cada caixa era “armada”, as abas de um dos topos fechavam-se para fazer o fundo e nela eram colocados meia dúzia de pastéis, além dos obrigatórios pacotes de canela e açúcar em pó. Dobradas as abas do topo oposto, fechava-se a caixa. Estava respondido mais um pedido.

Quando foi redesenhada há quatro anos, aquela que já era uma embalagem eficiente ficou ainda melhor. Miguel Clarinha diz que primeiro “foi escolhida uma cartolina com maior resistência a manchas de gordura e que mantivesse os pastéis estaladiços, ao evitar a condensação e permitir que eles respirem.” Foi porém o “fundo automático”, inovação que passa por um dos topos vir já fechado da gráfica, que hoje faz a diferença: “Não tendo de ser pré-armadas, estas embalagens ocupam menos espaço ao balcão” e são “mais rápidas de tratar, pois em vez de dois só se fecha um dos lados.” Sabendo que por dia são vendidos cerca de 20 mil pastéis e por ano consumidas quase um milhão de embalagens, cada segundo poupado conta. Especialmente para as muitas pessoas à espera na longa fila que invariavelmente se cria à porta da confeitaria.

Esta nova embalagem foi também o mote para o redesenho ou, como diz Clarinha, a “normalização” da identidade visual dos Pastéis de Belém. Ele mesmo convidou o designer e ex-colega de curso Bernardo Simões (ambos têm menos de 30 anos) para fazer esse trabalho. Simões começou por digitalizar o brasão centenário e lettering da Fábrica para a seguir os aplicar na nova embalagem. Aqui, limpou elementos da caixa anterior, criou uma frente (brasão/logotipo) e um verso (história dos pastéis e medalha de honra da Cidade de Lisboa) mais legíveis e deixou uma face livre para promoção de iniciativas, como as Sete Maravilhas da Gastronomia (os Pastéis são um dos finalistas). Na base acrescentou o friso azul e branco de azulejo que passou para outros objectos da empresa como toldos, chávenas, porta-guardanapos e outras embalagens.

Esta não é só uma caixa única para um conteúdo extraordinário. É também um engenhoso exemplo de como o design contribui, mesmo que com pequenos gestos, para ganhos de eficiência em processos e optimização de recursos. E ainda, vale a pena dizê-lo, de empresas familiares centenárias que confiam a renovação e consolidação da sua imagem em jovens designers independentes. Pense nisso da próxima vez que pedir “meia dúzia de Pastéis de Belém”.

BI
Embalagem Pastéis de Belém

Design
Antiga Confeitaria de Belém, Centro Nacional de Embalagem e Bernardo Simões

Cliente
Antiga Confeitaria de Belém

Datas
Início anos 1980: Embalagem prisma hexagonal
2007-2008: Redesenho da nova embalagem e imagem da empresa

+ info: www.pasteisdebelem.pt

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