PROJECT

Faces

CUSTOMER

Natura

SCOPE

Immersion and Multidimensional Research, Insights & Trends, Positioning, Visual Identity, Brand Design, Product and Packaging, Tone of Voice, Communication Strategy and Production, Digital Design, Playbook.

How can a brand that has been speaking to young audiences for nearly three decades continue to matter? And how can it translate that relevance into a living, coherent language across every touchpoint?

[PROMOTIONAL] | Promotional image from Natura

A brand that evolves with the times.

A living brand, moving at the pace of culture.

Natura Faces’ repositioning grew out of the new ways young people relate to beauty: with greater freedom, broader influences and a stronger desire for self-expression.

The challenge was to create a language system that could move naturally across different media and formats, connect with communities of interest and take part in an increasingly social-first culture.

All of this while organising and communicating a broad portfolio across multiple categories for an audience that knows beauty, researches, compares and actively engages with trends.

Context

[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from
[PROMOTIONAL] | Promotional image from Natura

The project began with an immersion in studies, research and content focused on Gen Z. Our initial hypotheses were then explored and validated in two co-creation sessions with Gen Z consumers.

This listening process helped us turn trends into more relevant creative directions — and better understand the role creators play in shaping influence, cultural references and desire in the world of beauty.

Building on these insights, we developed a visual system that translates the category’s codes and makes navigating the portfolio simpler and more intuitive. A language that reinforces Natura Faces’ innovation and sophistication, increasing the brand’s perceived value.

Inobi Approach

Gen Z + Zennials

[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from
[PROMOTIONAL] | Promotional image from Natura
[PROMOTIONAL] | Promotional image from Natura

A system built to keep pace with change.

Express
your authentic
beauty.

The repositioning called for a cohesive, dynamic and flexible language — designed for a context in which culture, behaviour and communication are constantly changing.

The project was developed end to end: a new logo, packaging design, visual identity and an overarching language, with specific expressions for each category. We also created the brandbook and an influencer curation framework.

An integrated solution for a well-informed, discerning generation with considerable power to choose and curate.

System in Practice

[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from
[AI] | Created with support from

Outcome

The new system gives Natura Faces greater freedom to express itself in a hyperconnected, hybrid world in constant motion.

In this way, the brand renews its commitment to youth culture. At every touchpoint, it stays in step with the present, makes space for new forms of expression and brings the audience’s values into resonance with its own essence.

Credits

This project encompassed the development of the brand’s visual language and brand book. The images presented here are part of a reference system created to define and document principles for visual expression, art direction, and storytelling, providing guidance for future productions developed by different creative partners. The credits below reflect the collaborative process behind the creation and development of the brand’s visual language.

  • Creative Direction: Filomena Padron, Raphael Patapovas

    Project Management:     Ana Paula Rezende, Victor Godinho

    Art Direction:     Patrick Kohout

    Creative:     Laila Rodrigues, Raquel Fantinelli

    Strategy:Eduardo Weinhardt, Suelen Felix

    Storytelling and Content:     Eduardo Weinhardt, Suelen Felix

  • Many of the images featured in this project were developed by Inobi with the support of artificial intelligence as a tool for exploring and validating the brand’s visual language.

  • Natura Team: Beatriz Silva, Fernanda Delfini, Liliane Lima, Lina Cavatoni, Luiza Ponte, Monica Resvèz, Nathalia Salgado, Patricia Watson, Ramires Capistrano.

See other projects