STRATEGY

By analyzing the business, it was possible to understand the brand's true DNA. Observing the market, one learned about current trends related to women and the territories that the competition was occupying. Finally, by entering the female universe of the C class, an opportunity was identified to meet the desires of consumers regarding their life goals. Monange needed to determine the truest way to connect with its audience and be perceived as an ally of women, as well as being recognized as a smart choice and taking the position of the most complete personal care brand for Brazilian women.

CREATION

The heart, a symbol of the brand that once spoke of affection and care, has been reinterpreted to represent intuition. A powerful form of intelligence and knowledge, and a great ally for women whose main desire is to go further and make their goals a reality. Therefore, Monange has adopted as its purpose to encourage women to use their intuition as a force. Now, Monange is the only feminine brand that nourishes body, mind, and heart, and encourages women to use their intuition to take better care of themselves and always make the smartest choices.

IMPLEMENTATION

After adopting intuition as a differentiating attribute of the brand, its visual universe was built based on the colors purple and pink, bringing balance between knowledge, feeling, and action. A graphic element was developed whose sinuous shapes follow the movement of the heart, in addition to a photographic universe developed to portray the real routine of the consumer.

The images seek to portray them with attitude, movement, and always in situations and activities that make their hearts beat faster. When among women, the images reveal the complicity in the use of this power that is primarily feminine.

With a verbal universe close to women's daily lives, Monange opens up a space for dialogue that shows consumers that listening to their hearts and making smart choices for themselves is not at all far from their reality.