2. case studies
# New Brand Language for
Natura
2011
# Brand Strategy Plan for
Natura
2012
# Urband-aids
2012
3. New Brand Language
for Natura
A co-created brand language:
The journey to the new language was
our most precious treasure.
CONTEXT:
With a philosophical and yet engaging essence, deeply committed to
sustainability, Natura is one of the most beloved brands of Brazil. Specially
in the past few years, the company has grown in amazing rates, reaching
the impressive mark of over 1 million consultants and over 6 thousand
employees, only in Brazil.
But with such development, the organization grew almost too fast and the
brand that once was like a close friend, was becoming more and more
serious and distant.
PROBLEM:
How could a brand language help it bringing people
together again?
SOLUTION:
Looking back to the brands essence, for what were the most meaningful
ideas and concepts throughout its history: the passion for beauty and for
relationships. It was clear then, that this project needed to create a
language that not only was beautiful, but a that belonged to everybody.
The only way to build a brand language for everybody, was giving voice to
everybody. They were not only a big source of inspiration but part of the
project team: we invited partners, consultants, employees and consumers
to create with us.
4. New Brand Language
for Natura
A co-created brand language:
The journey to the new language was
our most precious treasure.
RESULTS:
IMPACT:
The result was a brand language based on the “Amateur”: More than inspiring employees, partners and the channel with
the word “Amador” in Portuguese means at the same new guidelines that would help them on the aesthetics, we
time “amateur” and lover. We believe that everything actually found a new operating model that could be applied in
that is made with love is better.
any daily activity, based on co creation and love, we could give
The brand language guidelines should, rather than being everybody a chance to express themselves adding value and
complicated and challenging for all the brand users, work energy for the whole system.
as a useful and above all, fun tool. Helping each one that
is in touch with it to have a better, more pleasant and
effective experience with Natura.
5. New Brand Language
for Natura
OUTCOMES
Launching for the consultants
Invitation for launching event
BEM-
VINDO
New Website Layout
Visual Identity for the Inspiration Week
6. Brand Strategy
Plan for Natura
Beyond business,
through business.
CONTEXT:
The idea then was to make a partnership with strategic
Although Natura is a brand driven organization, there are planning to develop a new strategy planning model for the
still some gaps between the brand strategy and the business company.
strategy causing relevant losses for both of them.
A system that could be both effective and interesting.
But, what is the best way to engage businessman to brand
PROBLEM:
issues?
Each year, the strategic planning team develops, launches
and disseminates a new plan for the company for the next SOLUTION:
couple of years. But although it is quite an important -Inspiring: the brand contents can’t only be a mandatory item
material. It was not inspiring.
on the planning list, but instead, they must be interesting and
Is it possible to lead a company towards innovation without relevant enough to be important.
inspiration?
- nvolving people throughout the process, doing together.
I
Excerpts from the Brand
Zeitgeist Report
7. Brand Strategy
Plan for Natura
Beyond business,
through business.
RESULTS:
IMPACT:
A new model for the strategic planning: The brand zeitgeist Besides having simpler and yet more relevant guidelines for
report was the staring point to map the new possible Natura, we had the chance of, not only of giving an amazing
emerging values to fight alienations. Inspired by this content scale for the brand zeitgeist report, experiencing in a way,
(called PEMA) the whole company was then invited for a some of the values we proposed at it such as shared value,
moment to get inspired by these values ahs discuss what caring and awakening for a new social paradigm.
were Natura’s biggest challenges then, on a big event called
Inspiration Week. The strategic plan was then wrote as the
result of those discussions.
Inspiration Week visual identity
Inspiration Week audience
8. Urband-aids
For a bruised city,
colored band-aids!
CONTEXT:
Brazil is a wonderful place to live, with a dazzling nature,
friendly people and amazing cities.
But with a lot of social problems too, and out cities reflect
them right away.
So, what if instead of only complaining, we could actually do
something to help our city?
Maybe starting from the sidewalks?
PROBLEM:
Sidewalks have been quite damaged, and besides not looking
good, they are actually pretty dangerous. In 2011 they were
responsible for over 100 thousand accidents in Sao Paulo.
But they are there for everybody. Everybody at some point
of the day walk by them. Regardless of the transportation
used, sidewalks are a path everyone passes by. And which
everybody is responsible for.
Property owners and renters must keep them in good
conditions,
Public representatives must supervise them,
And all citizens must help supervising and demanding for
safer sidewalks.
9. Urband-aids http://www.facebook.com/
curativosurbanos
For a bruised city,
colored band-aids!
http://www.youtube.com/watch?
v=qKMc1awg5vkfeature=plcp
SOLUTION:
IMPACT:
Homemade colored foam plasters put by the sidewalks at In January/2013 MIS (national Museum of Image and Sound) is
night, and a Facebook fan page with a statement about the organizing an exhibition about the Urband-aids, inviting several
movement were our vehicles to tell a greater story: Inviting urban artists to customize some “band-aids”.
people to look differently to the place they live and also to
call the attention for their role as change makers.
The next step is giving scale the movement, turning it into a
public tool. In partnership with the Sao Paulo state office for
RESULTS:
public development and local communities the plan is to develop
And they got really popular: within a month there were over an “app” to map the most damaged zones of the cities and invite
2 thousand “likes” on the Facebook page. People in several the community to create significant impact on those
places not only in Brazil, but Italy and even in Denmark*, have neighborhoods.
been organizing their own Urband-aid actions and they were
headline in some of the most important news of Brazil, *I held a lecture in Copenhagen on October about the movement on
bringing this issue as a current topic for serious discussions.
an event for social entrepreneurs called “VI”.
10. Urband-aids
OUTCOMES
Facebook Fan Page
Tutorial
Urband-aid Rome, Italy Urband-aid Assis
Headline in the media
Before / after sidewalks fixed
Urband-aid Rio de Janeiro
Urband-aid Porto Alegre
11. maria occarina
Tel: +55 119 81508849
www.transformaria.blogspot.com.br
Rua 13 de maio, 1838 apto 51 – São Paulo SP
Brazil - CEP 01327 002
