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 organization’s history, while regeneration represented a new level of ambition and responsibility.

Based on the concept of renewal, Biome is designed to put into practice the idea that it is possible to create high-performance, technologically advanced body care products with the least possible environmental impact.

The challenge was not only to present a new concept, but to translate a vision capable of connecting science, nature, and innovation from a perspective focused on restoration, continuity, and future impact—from the selection of ingredients and recyclable packaging to the hierarchy of information and digital language used to communicate these principles.

Context

A 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, one on top of the other; one is light pink and the other is white with red dots.

A brand dedicated to driving regenerative solutions.

A brand to drive regenerative solutions.

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

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, pieces of green solid shampoo. On the right, a woman with dark skin and dark, wet hair, with the solid shampoo applied to her hair. The "natura bioma" logo is on the left side of the image
Magazine cover featuring a person rubbing soap on their neck. Text in Portuguese on the cover promotes cosmetic technology to enhance performance and beauty.
A person washing their face with water, with the focus on their hands and head with curly hair.

Inobi Approach

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

The project included the design of the packaging, establishing a labeling hierarchy, a predominantly digital and informative visual language, and the systematization of communication in a digital environment. As a result, the brand connects technology and nature, making regeneration visible and relevant in everyday life.

Bar soap packaging in green, blue, and red designs, featuring information on ingredients, daily usage instructions, a weight of 90g, and the Natura logo on each package.
Image of a bottle of moisturizing shampoo from the Natura Biome brand, featuring a design in shades of orange and white.
Close-up of a woman with tanned skin holding a tube of natural deodorant stick at neck level, showing the product with close-up details of the packaging.
A person sitting in a wooden chair, wearing mustard-colored pants and a white T-shirt, holding a blue bag with a message written on it.
A wooden chair with a straw seat, with a white cloth bag hanging from the backrest, bearing a message written in Portuguese.
A person wearing a green T-shirt is holding a cell phone with a screen displaying text in Portuguese; the person's hand is resting on their shirt.
Hands holding a bar of soap in Natura Biome 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 brings together different stages of the project, developed over several years. The credits below represent the professionals who contributed to its evolution during this period.

  • 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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