STRATEGY

For this challenge, we worked in committees with the client's executive team and, when assembling the brand portfolio, we started from the following organizing principle: good for health x good for pleasure. In the first group, we have the strategic brands Minalba and Royale. In the second, we placed Indaiá as a strategic brand, Citrus and Refri as enhancers, and Kicaju and Night Power as the portfolio's combat brands.

In this first phase, it was also defined how the corporate brand Minalba could, on the one hand, differentiate itself from the Minalba product brand and still encompass its entire portfolio under a strong brand that would reinforce all other products at the same time.

CREATION

As a primary element of differentiation and reinforcement of the corporate brand, we created the name Minalba Brasil. In the Visual Universe, the primary colors blue and white convey ownership, while the secondary colors point to the diversity of the product portfolio. Here, geometric shapes are valued to broaden the applications and connect with other product brands. The symbol – the letter M – is the protagonist of the visual identity, applied with variations in lines, dots, and drops, again reinforcing the variety of the product portfolio. In the Visual Universe, we created a brand that speaks in an engaging, authentic, and thoughtful way.

IMPLEMENTATION

Minalba Brasil is a strong brand, befitting its portfolio. It is now expressing itself with authority and differentiation, both verbally and visually. In addition to setting itself apart from competitors, its brands are organized in a consistent manner, further enhancing the value of the corporate brand.