STRATEGY

We deepened the analysis of the portfolio of Mantiqueira Eggs And we arrived at a strategic conclusion: to manage such elasticity in the supply of eggs (types, sizes, colors, and hen origin) and take advantage of business expansion opportunities in eggs and food while strengthening the animal welfare banner, it will be necessary to go further. A new corporate brand is needed. Thus, as a strategic brand, Ovos Mantiqueira offers regular eggs. In addition, we can also have other food brands to build value in this portfolio and deliver more and varied benefits.

Thus, the Mantiqueira, Brazil. A corporate brand representing a diverse portfolio of eggs and food products, with a more established culture and business, and a name that doubly honors its origins.

Our inspiration for this building comes from its founder and the lasting and meaningful relationships that have been built over these 30 years. The great differentiator lies in its way of doing business: building relationships with partners, collaborators, and other stakeholders in the food ecosystem.

Therefore, we adopt this as our purpose?“"Feeding people well is feeding good relationships."”. A phrase that formalizes the Mantiqueira Brasil way of being and doing things.

CREATION

The main objective of the creation was to create a corporate brand that had its own personality attributes, building a consistent and recognizable territory.

Starting from the letter design Q The symbol emerges from a spiral in the middle of the name. It begins in the shape of an egg and grows as a single line. The icon represents the affection and connection of the entire ecosystem: from the producer to the packaging, from logistics to the shopping experience. It also represents a legacy that references the Matiqueira Eggs product brand.

This symbol also gives rise to graphic design that embraces and reveals content, as well as acting as a prominent graphic element in layouts.

The colors were inspired by food, ecosystem relationships, and the affection between people. Featuring a vibrant yellow as the main color, Mantiqueira Brasil's color palette strikes a balance between warm and neutral tones, allowing for equilibrium and versatility in communication.

The brand's photography is sunny, welcoming, and intimate, with a documentary and human touch, aiming to show reality without losing the affectionate and charming side.

The tone of voice combines a leadership profile with an affectionate and enthusiastic approach, driven by a desire for constant evolution.