STRATEGY

We started from its positioning, inspired by courage and strength, recognized by the people of Northeast Brazil as some of their greatest characteristics, identified through an anthropological study. Transforming this essence, which previously appeared timidly, into the guiding thread of the entire brand, business, and communication strategy.

The purpose of “courage that nourishes hearts“ has guided Betânia in its role of empowering people to face their daily challenges with confidence and vitality. Just like its consumers, Betânia is a heroic brand with a unique personality: protective, determined, charismatic, and powerful, which directs all its expressions and actions.

From small milk producers feeding the whole family, their products bring strength and practicality to consumers' daily lives, and each experience is designed to encourage their hearts. This unique story in the market is summarized in their tagline: Strong of Heart.​

CREATION

We sought to reimagine Northeastern Brazilian symbols to create an authentic and memorable visual and verbal universe. The goal was to move beyond stereotypical representations of the region, such as the classic image of cracked earth, to express the beauty of the starry sky, for example.

Through the reinterpretation and abstraction of cultural and regional elements, the design generates desire and builds a perception of a trendy and modern brand. The arches gain new textures and forms, expanding their expressive potential and anchoring them within their roots. Typography becomes a key element, worked in a way that brings movement, rhythm, and graphic presence to the brand's titles and claims.

Betânia also gains a new illustrated universe inspired by armorial compositions, woodcuts, and traditional prints. Depicting everything from small producers and their families to the flavors of their products, she is able to connect with different generations without losing her emotional connection to her roots.

Betânia's verbal expression is a combination of strength, courage, affection, and tradition. Her charisma and her origins permeate her way of speaking, with a recognizable vocabulary, allowing her to communicate on equal terms with people from the Northeast of Brazil.

The discourse highlights the beauty and diversity of cultures, along with the deliciousness of the products and recipes. In titles such as “"In the Sertão, there's heat and fresh milk," "Raise your glass,", stand up for life"” e “"Made with the strength of our tradition"”, Betânia shows why she is strong of heart: she encourages and extols the positive and enjoyable side of life.

PACKAGING

The packaging has evolved to become more sensory, emphasizing the naturalness of the milk and the brand's connection to over 3,500 local milk-producing families. The design preserves iconic elements that ensure quick identification at the point of sale, but introduces freshness and specific claims to differentiate itself from brands seen as purely industrialized.

It is in the packaging that Betânia's strength is most vividly manifested to its consumers. Its Northeastern origins are expressed, courage becomes a visual language, and the brand presents itself with greater clarity and approachability.

Milk, as a core product, inaugurates this creative territory, translating the relationship between producer and consumer through a cleaner and more direct visual and verbal approach that extends throughout the entire portfolio. In yogurts, the visual style highlights their natural attributes and... appetite appeal, Reinforcing its leadership role with prominence and significant differentiation in the category, inviting the consumer not only to recognize Betânia on the shelf, but also to create new connections with it.

EXPERIENCE AND POS

At the point of sale, Betânia transforms its history into a lived-in space. The producer's house, a symbol of the brand, gains scale, materiality, and presence, becoming an invitation to enter this universe that connects the field to the glass.

Wood, colors, graphic designs, and shapes create a welcoming and natural environment that reflects the origin, care, and strength of the producers' daily work. The experience is completed in the Betânia breakfast ritual, where experimentation activates the senses and reinforces the emotional connection with the brand.

Visual assets move beyond the graphic plane and into physical space, creating a warm and memorable experience that connects the consumer to the origin of the products and transforms the moment of purchase into an encounter.

COMMUNICATION

The campaign's communication was designed to reflect, in an integrated way, all the brand's elements in pieces that engage with the target audiences in a personal way. The proposal stemmed from translating the essence of the relationship between Betânia and the Northeast: a brand with pride and connection to its origins.

In our Manifesto, which serves as the cornerstone of our communication, we trace the path that makes Betânia "Strong of Heart," like all Northeasterners: we celebrate the construction of a powerful and vibrant personality, with the unique energy of the region. Betânia tells, visually and verbally, a story that speaks to Josés, Marias, Lucases, and Sofias, in the countryside and in the city.

In return for the brand, we rely on value creation through a sense of belonging, identification with similar strength and vitality, and recognition of its tradition as a dairy brand present on the table of many families. Strong at Heart and in Region.