STRATEGY

During the diagnostic process, we realized that the category is based on product attributes and doesn't address the emotional benefits that connect with the audience very well. In building the Branding Platform, we realized that the Brand wanted to communicate with restless spirits, people seeking new experiences, who challenge themselves to try new things, to wear something different, to question the world's standards. The Brand that questions: How far can a well-hydrated body go?

CREATION

This restless and questioning spirit, eager to explore new challenges, is evident in the development of the new Brand and its Visual Universe. We maintained a typographical brand that is friendly, easy to read, and recognizable. Starting from the "m" in the Brand, its universe expands, with splashes that interact with the photos and packaging.

IMPLEMENTATION

The brand's visual identity has been extended to the packaging of its entire product line. This new "look," in addition to being easily applied to the brand's communication materials, serves to reinforce Minalba's positioning and purpose for the coming years. The new campaign, created by Ana Couto, presents this new positioning.