PROJECT

Faces

CUSTOMER

Natura

SCOPE

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

How can a brand that has been targeting young audiences for nearly three decades remain relevant? How can it communicate in a consistent and contemporary way across all its touchpoints?

[PROMOTIONAL] | Promotional image from Natura

A brand that evolves with the times in which it operates.

A dynamic brand that keeps pace with culture and evolves alongside its audience.

The repositioning of the Natura Faces brand aims to promote self-expression, self-esteem, and well-being among its audience, drawing on the new ways in which young people connect with the world of beauty.

The challenge was to create a communication system aligned with the diversity of media and communication formats used by young digital natives. A language capable of connecting with their communities of interest and the “social-first” culture.

Adding to the project’s complexity was the need to clearly communicate a broad product portfolio across different categories, while keeping in mind a well-informed, heavy-use audience that is highly engaged with new trends.

Context

The project began with an in-depth review of research and articles on Generation Z to identify trends and hypotheses. These insights were expanded upon and validated during two co-creation sessions with beta consumers in that age group.

This starting point was essential for mapping out the conceptual paths of the new language. It allowed us to develop creative proposals tailored to the audience and to better understand the dynamics of influence among beauty creators.

We developed a visual concept that reflects the category’s specific design elements and also organizes navigation through the portfolio in an intuitive way. The new visual language further positions Natura Faces as a brand known for innovation and sophistication, enhancing its perceived value.

Inobi Approach

Gen Z + Zennials

Express your authentic beauty
.

Express
your beauty
authentically.

The repositioning required the creation of a cohesive, dynamic, and flexible brand language system—one capable of organizing and sustaining the brand’s identity and expression in a context of rapid change. These changes span both physical and digital interactions, at both the individual and collective levels, and define this digitally native, social-first generation.

The project was developed comprehensively: it included the creation of a new logo, packaging design, visual identity, and a cross-cutting brand language, with variations by category. A brand book and a model for influencer curation were also developed.

A complete and integrated solution to meet the demands of a well-informed, discerning audience with a strong curatorial eye.

System in Practice

Outcome

The new branding system offers greater flexibility for communication in a hyperconnected and hybrid environment.

Natura Faces thus renews its commitment to youth culture. Its new language keeps pace with the times in which the brand operates and uses every point of connection to align the audience’s values with its own essence.

Credits

This project involves the development of the brand’s visual language and its brand book. The images presented constitute a system of references created to define and document guidelines for expression, art direction, and narrative, providing guidance for future productions carried out by various partners. The credits below reflect this process of creating and developing 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
Most of the visuals for 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.

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