Conduru
Agriculture
Giving birth to a chocolate brand that goes beyond taste to transform
Multidimension Immersion & Research, Insights & Trends, Brand & Business Sustainable InnovationStrategy, Positioning, Sustainability Mapping, Brand Experience Concept, Ideation & Prototype
How can we…
give birth to a chocolate brand capable of generating systemic transformation in the south of Bahia, built by people and for people, and able to legitimise the communities involved?
Context
Conduru emerges from a territory where biodiversity, culture and cacao production are deeply interconnected. This region carries ecological richness alongside social complexity, shaped by historical dynamics and the need for regenerative economic models.
The project engages with this reality as a living system, where territory, knowledge and production are inseparable and continuously evolving.
A living system shaped by territory,
knowledge and production.
Our Approach
The work establishes the brand as part of a broader system, defining its purpose, vision and strategic foundations.
Identity, narrative, portfolio logic and communication are developed as interconnected elements, grounded in the realities of the territory and its regenerative potential.
The process is built in close relationship with the communities involved, recognising local knowledge, practices and culture as intrinsic components of the brand.
To establish brand legitimacy, it is essential to be part of it.
A system in practice
Conduru operates beyond conventional brand structures. It connects people, nature and production within a network where each element reinforces the others, creating coherence between environmental practices, cultural identity and economic activity.
This integrated system allows the brand to act as a platform for regeneration, linking local production to broader markets without losing its roots.
Outcome
Conduru establishes a model where value is generated across multiple dimensions.
It creates income, strengthens local communities and preserves the knowledge and practices of the cacao cabruca system.
The brand connects territory and market, culture and production, embedding transformation into its structure and enabling continuity over time.
Project Credits
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Cliente Natura
Atendimento Victor Godinho
Direção Criativa Luciano Colucci
Design Gráfico: Luciano Colucci e Raphael Patapovas
Redação: Simone Az
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produção executiva paula dias e thinkers management
fotografia de casting vivi bacco
beauty jake falchi
retouching helder bragatel
fotografia de produto joão avila
efeitos visuais malcolm oakley
retouching doctor raw
filme vivi bacco
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thiago astolfi