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GUARANÁ NATU

#mandanatus

Communication, Creation, Packaging, Strategy

CHALLENGE

Aware of a growing market where customers demand natural products without sacrificing flavor, AMBEV has just launched Natu, the new Guaraná Antarctica product, without artificial colors or preservatives and composed entirely of natural ingredients.

STRATEGY

Guaraná Antarctica is one of Brazil's most iconic brands, and to enter this new market, it needed to deeply understand its customers' behavior and what they value in the communication of natural and organic products. The packaging strategy was inspired by the origin and artisanal production of Guaraná, highlighting tropical themes while preserving the essence of the Guaraná Antarctica brand.

CREATION

“It was essential for this initiative to incorporate the codes of natural elements and the organic soft drink category while maintaining the appeal of indulgence and flavor. Guaraná Antarctica is one of the most recognized and important brands in Brazil, and Natu needed to expand this visual universe, enhancing meanings and territories to create a new market,” explains Filipe Ozelin, experience director at Ana Couto.

Natu's Packaging and Visual Identity project was developed from the logo created by the agency SOKO (designer Florence Dagostini).