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Natura & Co – Corporate Brand

Because nothing in the universe exists on its own.

Communication, Brand, Visual and Verbal Universe

Challenge

We are an ecosystem of brands driven by a purpose and more than 6 million connected people, with extraordinary potential to drive change with products, experiences, and services that promote well-being for people and the world across multiple channels and geographies.

With the goal of updating its visual identity in predominantly digital environments, the brand gains dynamism and longevity. Systematically connecting to its capacity to contribute to the evolution of society, the universe of visual forms expands and moves with harmony and boldness. Because nothing in the universe exists in isolation. Everything is interdependent. This is how life and the relationships that Natura wants to express are.

STRATEGY

Natura (the corporate brand) recently reviewed its business strategy, resulting in new guidelines for brand management. Based on a fresh perspective on the brand architecture encompassing Natura and Avon, and the direct implications for culture and communication, it was necessary to create a visual strategy that would simplify the corporate structure and reflect the celebration of time as the holding company's overarching narrative.

This project aims to develop a new corporate language for Natura, consolidating the group's new business phase. The premises include giving Natura a more prominent role, making it more central, and creating visual bridges that ensure execution that speaks to employees and investors corporately. The exercise covers a large part of the brand's touchpoints and intends to express the organization's new strategic guidelines.

CREATION

In order to amplify the new corporate strategy, simplification is necessary. Natura &Co gives way to just Natura; the new name of the holding company encompasses Natura and Avon, strengthening the group's largest brand and bringing visual distinction to communicate the brands and their roles. We bring the naturalness of a company that understands itself as a living organism, dynamic within a set of relationships. With an expression that represents its values and longevity, we systemically connect to its capacity to contribute to the evolution of society. This is how the brand gains a universe of forms that expand and move with harmony and boldness.