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NATURA TODODIA CARAMELIZED APPLE

Natura Tododia Caramelized Apple and Vanilla

Communication, Experience

Challenge

The line Natura All day Caramelized Apple and Vanilla, inspired by the candied apple, It emerged seeking to serve an audience. passionate about sweet fragrancess, and it was launched to celebrate one of the most beloved festivals in Brazil, São João. We needed to convey all the joy that surrounds the country during this period., and maintain a lighthearted atmosphere for Latin America, stimulating emotional connection. and the experimentation with new products.

STRATEGY

The experience of São João (Saint John's Day) is diverse throughout the country, but it shares a common thread: the affection and fondness Brazilians have for this time of year. We've noticed that it involves all the senses, with the rhythm of the accordion and the zabumba drum, the warmth of the bonfire, the aroma of corn and captivating flavors, in a celebration brimming with the colors of flags and balloons. For this launch, we aimed to enhance this sensory experience and awaken well-being in a fun way, conveying the joy of this season.

CREATION

The language was designed to evoke an emotional connection to the line, capturing the energy of the festival that happens only once a year. The styling reflects the relaxed atmosphere of the celebration without falling into stereotypes. In terms of language, we used stylistic resources that connect with the sweetness and indulgence of the fragrances and textures, bringing semantic references to the São João festival without resorting to caricatured expressions.

The design captures the succulence of caramelized apples in a vibrant and cheerful illustration that reflects the atmosphere of festive nights. The waves of fluid and warm colors evoke movement and affection, representing the contagious magic of the celebration.

We explored the sensory experience through the texture of caramel, which envelops the apple-shaped products and permeates the entire identity of the movement, like an almost vitreous, crunchy, and shiny element.

Havaianas Collab

The movement also included a collaboration between Natura Tododia and Havaianas, uniting two of Brazilians' most beloved brands to celebrate this beloved national festival. Recognizing that Havaianas embodies lightness and a relaxed atmosphere, while Tododia represents well-being and sensory experiences, the June festival experience became even more complete. This was also reflected in the creative identity and development of the line's launch. We developed a captivating and celebratory language, strategically and playfully positioning the partnership.