Natur Ice Roll's x Yeah Branding
DESAFIO: Posicionar uma nova marca, preocupada com o consumidor, que ofereça um sorvete natural e saudável sem cair no esteriótipo ruim do produto saudável: caro e sem graça.
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ESTRATÉGIA: Se apropriar do arquétipo do "cara comum", projetando no público desejo e pertencimento. "Todo mundo merece um sorvete saudável e gostoso, inclusive eu."
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RESULTADO: No design, provocamos um contraste entre uma tipografia formal e uma identidade viva, fluída, que traduz de um lado o compromisso com um serviço bem feito e do outro o frescor e o sabor do produto. Já no tom de voz a Natur é uma marca que se utiliza do diálogo informal pra se expressar e transmitir reações e situações comuns ao público, artifício que conecta o discurso aos principais valores, pertencimento e desejo.
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