STRATEGY

The goal is to leverage well-being to consolidate Natura's territory with greater intention and impact. This involves precisely and concisely refining the tools for language management. Through choices that reclaim our strength and represent the global south, we revisited our logo, symbol, typography, tone of voice, motion graphics, photography, color palette, iconography, and sound brand.  

The evolution begins with a more airy logo, featuring more fluid curves and more relaxed proportions between the symbol and typography. A new typeface is designed to create a more modern and flexible perception, emphasizing both aesthetics and digital functionality.  

The rosette expands its potential as a living symbol in executions that explore sensoriality. In formats ranging from conceptual to functional, it is present in the narrative in compositions with varying degrees of prominence, but always iconic. 

Inspired by Brazilian biomes and elements of nature, the color palette has expanded, and our orange hue grows with more brightness and vitality. The photographs overflow with diverse beauties, with details of shadows and textures, revealing unique forms and sensory volume.  

To bring a tone of voice more connected to a younger audience and focused on social relationships, we balanced the intentions and semantic meanings to ensure a fitting update. Now, Natura's way of speaking aims to translate to: Inspiring strength, Sensitive sincerity, Sensory awakening, and Inclusive embrace. 

With the content defined, it's time to structure the new guidelines in the organization of a Brand Book that contains the entire evolution of the brand's assets, from usage rules to its strategic platforms, including communication guidelines that will guide sub-brands and inspire compositions across multiple touchpoints, in both Portuguese and Spanish.