STRATEGY
There needed to be better interaction between the elements related to Jequiti. Based on the strategy built for the brand, we developed the integration and construction of 3 differentiating pillars: Cosmetics – the main products offered; Entertainment – integration with the SBT universe, celebrities, history and essence of the brand; and Purpose – believing in the power of realizing dreams and encouraging entrepreneurship in everyone who interacts with Jequiti.
Along with defining the three pillars above, we created the Value Proposition and Positioning that should guide Jequiti's Brand, Communication, and Business.
CREATION
The design maintained the brand's manuscript, highlighting the typography which conveys greater strength, friendliness, and visibility, reinforcing the signature – which supports the construction of the entertainment universe, being the only brand among competitors that possesses this authorial expression. The visual and verbal universe was developed from icons such as the Door of Hope, the Spinning Top of the House of One's Own, the Wheel of Fortune roulette wheel, access to backstage areas, sets, and proprietary elements.
This universe is supported by the history and essence of Jequiti and the Silvio Santos Group, reaffirming the brand's personality: cheerful, genuine, inclusive, inspiring confidence and encouraging people to make better choices and achieve what they want, whether it's in the wheel or the perfume, the treasure chest or the lipstick. Dreams come true.
IMPLEMENTATION
We developed the Brand and the Visual and Verbal Universe aligned with the Purpose, the Value Proposition, and the new Positioning. This development, based on co-creation with the client, evolved the business and integrated the Brand with its history and touchpoints. This client participation generated even more value for the Brand, elevating Jequiti to another level in the market, encompassing the integrated delivery of Branding and Communication, with a Brand launch video and materials such as the product catalog.
