PROJECT

Biome

CUSTOMER

Natura

SCOPE

Immersion and Multidimensional Research, Insights & Trends, Sustainable Innovation Strategy for Brand and Business, Positioning, Visual Identity, Packaging Design, Graphic Design for Packaging, Tone of Voice, Communication Strategy and Production, Mentoring on Brand Experience Concepts, Digital Design, Sound and Motion, Ideation and Prototyping, Playbook.

How can we create an iconic regenerative brand within a company already recognised for its sustainability leadership—making regeneration tangible, desirable and relevant to everyday life?

Making Regeneration Desirable

Making Regeneration Desirable

Biōme emerged in a context where sustainability was already part of the organisation’s journey, and regeneration represented a new level of ambition and responsibility.

Drawing on the concept of renewal, Biōme was conceived to put into practice the belief that it is possible to create high-performance, technologically advanced body-care products with the lowest possible environmental impact.

The challenge went beyond presenting a new concept. We needed to translate a vision that connected science, nature and innovation through restoration, continuity and future impact. This vision had to shape every dimension of the brand, from ingredient selection and recyclable packaging to information hierarchy and a digital language that communicates these principles.

Context

Person with short, dark, straight hair washing their face with water using their hands, with water running down their face.
Image of two bars of soap stacked one on top of the other, one light pink and the other white with red spots.

A brand that advance regenerative solutions.

A brand to drive regenerative solutions.

The Biōme project shapes the brand's principles of regeneration, expressing them clearly, tangibly and meaningfully across every dimension.

The project positions Biōme to express the principles of regeneration in a clear, tangible, and relevant way across all aspects of the brand.

Combined images: on the left, green solid shampoo shavings. On the right, a dark-skinned woman with dark, wet hair, holding the solid shampoo against her hair. The "natura bioma" logo is on the left side of the image
Magazine cover featuring a person applying soap to their neck. Portuguese text on the cover promotes cosmetic technology designed to enhance performance and beauty.
Person washing their face with water, focusing on the hands and curly hair.

Inobi Approach

We developed the strategic foundations, identity system, product language and communication framework as interdependent parts of a single experience. Rather than treating ingredients, packaging and narrative as isolated elements, we built a coherent system capable of translating complex concepts into language that is clear, tangible and engaging.

The work included packaging design, the definition of the label hierarchy, a predominantly digital, information-led language and a systematic approach to communication across digital environments. In this way, the brand connects technology and nature, making regeneration visible and relevant to everyday life.

Green, blue and red bar soap packaging featuring ingredient information, daily usage instructions, a 90g weight and the Natura logo on the pack.
Image of packaging for Natura Biome hydrating shampoo, featuring a design in shades of orange and white.
Close-up of a woman with tanned skin holding a natural deodorant stick near her chest, showcasing the product with detailed packaging.
Person seated on a wooden chair, wearing mustard trousers and a white t-shirt, holding a blue carrier bag with a written message.
Wooden chair with a straw seat, featuring a white cloth bag hanging from the backrest bearing a message in Portuguese.
Person wearing a green t-shirt holding a mobile phone with a screen displaying text in Portuguese, the person's hand resting against their clothing.
Hands holding a bar of soap with Natura Biome brand packaging on a white table.
image carousel

Biōme proposes a new relationship with personal care.

Outcome

By connecting ingredients, technology and experience, the brand turns regeneration into a tangible, desirable and relevant proposition for everyday life. More than communicating a concept, it establishes a system capable of extending the presence and impact of regeneration over time.

Credits

This case study brings together different stages of the project, developed over several years. The credits below represent the professionals who contributed to its evolution during that time.

  • Creative Direction: Filomena Padron, Raphael Patapovas

    Project Management:     Victor Godinho

    Art Direction:     Luciano Colucci, Raphael Patapovas

    Creative:     Odilon Queiroz, Patrick Kohout

    Strategy:    Eduardo Weinhardt

    Storytelling and Content:     Silvio Fudissaku, Simone Az

    Art Buyer    : Paula Dias

  • Executive Production: Aboé, Thinkers

    Photography:     Layla Motta, Vivi Bacco

    Product Photography:     João Ávila

    Beauty:    Jake Falchi

    Set Design:     Mario Mantovanni

    Video:     Martina Quezado, Rikko Oliveira

    Visual Effects (VFX):     Hugo Miguel, Malcolm Oakley

    Image Processing:     Dr. Raw, Helder Bragatel

  • Natura Team: Arthur Rossi, Bruna Patko, Felipe Braz, Tiago Astolphi

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