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CERBRAS

Strategy, Brand, Visual and Verbal Universe

Challenge

Brazil holds a prominent position globally in ceramic and porcelain tile manufacturing. This market was boosted by the pandemic, a time when people began paying more attention to their homes and increased their consumption of tiles for small projects.

Cerbras was founded in 1990 and was the first ceramic industry in Ceará. It established itself as one of the largest players in the national market, responsible for exporting tiles to the United States and Europe. In recent years, it launched its porcelain tile production, a premium segment of the market. With very high-quality products, but in a competitive scenario with established players, the brand needs to gain strength and visibility to expand and consolidate its national presence in porcelain tiles.

With a family DNA since its origin, Cerbras has grown from a culture of extreme care and quality in the manufacturing of its products, valuing and being a source of pride for its employees.

With cutting-edge production technologies and factories equipped with green technologies, Cerbras faces the challenge of demonstrating its potential to Brazil, as well as consolidating its market share in porcelain tiles and connecting with architects and designers – a key and influential audience in this market.

Our challenge was to elevate the brand so that it stands out in a product-oriented category, often perceived as a commodity by the end consumer.

STRATEGY

To translate Cerbras' story and inspire its future, we emerged with the purpose "To clothe dreams in reality." From this, we gave prominence to the category's action verb – "to clothe," which also translates to filling and enveloping the world with what we believe in, and we highlighted what the brand does best: taking its ideas from paper and collaborating in the realization of dreams.

We define its personality as Brazilian, driving force, constructive, bold, and present. Based on these attributes, we align the greatness of Cerbras with its true essence, always side-by-side with those who work alongside it, be it its employees, architects and designers, clients, or consumers.

We direct its performance in three Cerbras-like ways of doing things: a giant without being distant, balancing its robustness and professionalism with a close presence; a source of inspiration, both for its history and its innovative spirit, Cerbras should also dictate trends and drive the market; a professional reference, because with expertise and confidence in what it does, it is also a source of learning for those in the field.

Finally, we consolidated the positioning of this powerful and achieving brand with the tagline "Cerbras. Your dream is at home." Referencing this purpose, we combined the grandeur and emotional tone of dreams with the warmth and closeness of home.

To complement and differentiate Cerbras' performance in porcelain tiles, we added the Studio Cerbras line. The Studio line offers large-format porcelain tiles with exclusive designs and finishes. An extra touch of boldness for those who think boldly.

CREATION

The evolution of the Cerbras brand is strongly connected to its purpose: to make dreams a reality. Based on this, we designed the new logo – modern, approachable, and sophisticated, embodying the concept of revealing new spaces and stories. Its design features precise geometric intersections and a legacy of the diamond shapes present in previous versions of the brand, characteristics that reflect Cerbras' new phase, embracing tradition while looking to the future.

The symbol takes center stage at various points and encapsulates the brand's personality when it interacts with product textures or expansive and dynamic graphic patterns, which symbolize its driving and bold side.
The typography combines sinuosity and precision, bringing movement, Brazilian flair, and charisma to the compositions.

The visual system is clean, versatile, and welcoming. It seeks to bring more personality and relevance to the segment with a meticulous and careful approach. Green is presented as a legacy of the brand, now with a more vibrant tone and a color palette inspired by the colors of the products, with a more sober aspect that expresses solidity and elegance.

Technical Specifications

Ana Couto Team

Strategic Leadership

Erika Pinheiro – Managing Partner of Strategy and Content

Strategy Team

Isabella Herdy – Strategist
Roberta Amorim – Strategist

Strategic Customer Service and Relationship Team

Julia Garcia – Customer Service

Creative leadership
Danilo Cid – Managing Partner and VP of Creative

Time Design?
Davi Friese – Graphic Designer
Kauan Miranda – Graphic Designer and Motion Designer
Thalles Ferreira – Graphic Designer
Carolina Alcântara – 3D

Content Team

Junior Rodriguez – Writer

?Production Team

João Braz - Producer
Allesandra Dias – Final Artist

Time Growth

Luiz Felippe Netto – Managing Partner, Growth

Customer Team

Client Approval Committee

Ana Lúcia Mota – President
Mariana Mota – Industrial Director
Felipe Mota – Chief Financial Officer
Ticiana Mota – Administrative Director
Isabel Mota – Salesperson
Leonardo Vasconcelos – Commercial and Marketing Director
Daniella Ribeiro – Marketing Coordinator
Mayra Guerreiro – Marketing Coordinator

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