Strategy

After in-depth investigation, we understand that Brastemp is the brand that changes. With major product launches, it has brought innovations that have made history and truly transformed lives: the first refrigerator with space optimization on the door, the first dishwasher on the Brazilian market, the first frost-free refrigerator, the first refrigerator with three compartments. 

More than just incorporating cutting-edge technology into everything it does, Brastemp is about pioneering innovative approaches that change the game and disrupt routine so it doesn't become stagnant. 

Therefore, our big insight is this: Brastemp is more than just a product; it's a brand that embodies behavior and lifestyle. 

We embrace the purpose “"Change your home to change your world"” To inspire Brazilian homes to experience the changes that the world so desperately needs today: in relationships, in home dynamics, in our surroundings, on the planet. We understand that when Brastemp changes life from the inside out, a change begins from the outside in.   

Starting from a personality bold, witty, authentic and questioning, Brastemp speaks to its time and to Brazilians through the close relationship it has built over the years.  

We elevate the Brastemp experience with timelessly designed and exclusive products that offer solutions and technologies that subvert and transform people's relationship with their homes. Brastemp is a source of pride to own, show off, and use. 

The entire value proposition and positioning are embodied in the tagline "Brastemp. It's another world.", a concept that synthesizes in many dimensions what the brand – and only it – carries: the image of superior quality built over time and the innovations that have changed people's lives, unlike any competitor; the connection with changing behaviors and openness to current conversations and new audiences, in a world that is already different; the affirmation of its commitment to changes in relationships within the home, which are the starting point for a transformation of the world outside the door. Considering an evolution of the concepts that have made its history, Brastemp is definitely the brand that has the right to say that "It's another world".

Creation

The brand's creative evolution aims to refine it while expanding its visual and verbal repertoire. 

In the verbal realm, Brastemp uses its voice to discuss behaviors and question attitudes in its unique way. The tones "Truth that provokes," "Authentic way of living," and "Sincere conversations" inspire communication guided by our actions. 

Visually, the logo retains its recognition but now with less noise, as well as a more expressive and dynamic design. By highlighting the letter B, with its negative shape and vision, we created a symbol that speaks of relationships, contrasts, learning from others, and thinking ahead. It will also unfold into patterns that connect Brastemp to a lifestyle brand, thus endorsing the change in behavior, authenticity, and innovations that are truly relevant. 

We value orange as a color that stands out from the competition. Warm and creative, we expanded the color palette for refined combinations. The chosen typography is endowed with performance and editorial quality to forcefully express everything Brastemp stands for. The brand's archetype is the explorer, the one who seeks and experiments. Therefore, it made perfect sense to reclaim the explorer symbol, a character of affective relevance that will be used as an easter egg in unexpected moments and in promotional materials.

The photographs depict scenes of people at home building this other world of Brastemp, reflecting changes in behavior and the relational aspects between people and products. All with great authenticity, expressiveness, and style.