STRATEGY

During the diagnostic process, it was found that the category as a whole followed certain premises that distanced it from the consumer, such as a discourse focused on functional attributes and a generic concept of quality. In this scenario, it was understood that Chamex could be ahead by realizing that it possessed the greatest symbol of creativity: a blank sheet of paper. Therefore, the brand incorporated as its purpose the awakening of creativity in people, companies, and schools, seeking to end the idea that creativity is a gift for the few.

CREATION

For the development of the new Brand and its Visual Universe, we started from the idea that creativity is inherent in various moments of our lives, whether to create solutions, solve problems, or imagine what does not yet exist. We created a friendly and approachable Brand, supported by a universe of dots that represents a sheet of paper: an open platform where, regardless of age or occasion, you just need to connect the dots and start creating.

Chamequinho, a sub-brand with a strong emotional history with consumers, couldn't be left out of this change. Adopting the same purpose as its parent brand, it expanded its visual identity to a children's context, transforming the Chamequinho character to resonate with this generation of children, bringing it to life, movement, and becoming part of the brand experience.

IMPLEMENTATION

The brand's visual identity has been extended to the packaging of its product lines. In a quantitative survey conducted with people from all regions of Brazil, 731% of respondents agreed that the new packaging draws more attention to the brand, and 641% agreed that it aligns with the purpose of sparking people's creativity. This new "look," in addition to being easily applied to the brand's communication materials, serves to reinforce Chamex's positioning and purpose for the coming years.