PROJECT

Chronos

CUSTOMER

Natura

SCOPE

Immersion and Multidimensional Research, Insights & Trends, Sustainable Innovation Strategy for Brands, Positioning, Brand and Portfolio Architecture, Visual Identity, Brand Design, Product and Packaging, Tone of Voice, Communication Strategy and Production, Digital Design, Sound and Motion, Ideation and Prototyping, Playbook.

How can we evolve an iconic brand, integrating beauty, science and sustainability into a more coherent and sophisticated experience over time?

women of different ages from Natura Chronos

Science, time, beauty and sustainability in harmony

Science, time, beauty and sustainability in harmony

Chronos proposes a freer, more authentic relationship with time, recognising that every stage of life offers new possibilities for discovering, expressing and experiencing one’s own beauty. In doing so, it embraces the legitimate desire for beauty and skin vitality without reinforcing age-related stereotypes or resorting to unrealistic promises.

For more than 35 years, the brand has transformed research and scientific knowledge into high-performance treatments tailored to the skin’s different biological cycles. Biociência Chronos embodies this commitment, connecting proven efficacy, sensory experience and a more holistic understanding of care.

Evolving this legacy meant integrating purpose, science, sustainability and expression in an increasingly complex context. More than communicating innovation, we needed to make it clear, tangible and desirable throughout the brand experience.

Context

mosaic featuring images from the Natura Chonos campaigns
mosaic featuring images from the Natura Chonos campaigns
[AI] | Image created with AI support
detail of the packaging pump
[AI] Detail of the graphic design for the packaging | Image created with the support of
detail of the green serum bottle
detail of the green serum bottle and refills.

Through a long lasting partnership, we structured Chronos as an integrated system connecting strategy, innovation and expression. Our work encompassed positioning, brand architecture, visual identity, product and packaging design, communication and sustainability, ensuring consistency across the entire brand experience.

We developed a proprietary language for Biociência Chronoss, with a visual repertoire inspired by cellular vitality, formulations, bioactive ingredients and the brand’s scientific processes. We translated invisible knowledge into images, materials, movement and sensory experiences capable of communicating innovation in an intuitive and desirable way. This approach also guided the development of more sustainable solutions, such as refillable packaging for serums, designed in close dialogue with production capabilities and requirements.

Inobi Approach

A green leaf showing the detail of its veins and structure.
artistic composition image showing the product ingredient.
[AI] | Image created with AI support
[AI] | Image created with AI support

Elevating the experience Chronos creates a more integrated connection between product, communication and brand perception. The visual language, materiality and brand expression were developed to strengthen the connection between bioscience, efficacy and sensory experience.

At the same time, a system of visual codes inspired by Biociência Chronos transforms formulations, bioactive ingredients and technologies into visual narratives that bring science and experience closer together.

This integration allows the brand to communicate innovation clearly and consistently, while reinforcing brand recognition.

All of this while also reinforcing the brand’s commitment to the concept of the ‘truly beautiful woman’, inviting inspiring women over 80 (who were not necessarily models) to represent the launch of the 80+ line.

System in Practice

Close-up of a green leaf, highlighting its veins and texture.
A sheet of paper with text and a green plant beside it on a white table.
Green plant leaf seen from behind, showing vein details, enclosed within a clear glass sphere reflecting light.
Anti-ageing cream jar with a label indicating SPF 30 sun protection, set against a background of green leaves.

Outcome

The result is a more coherent and sophisticated experience across every touchpoint, connecting product performance and user experience with an authentic, diverse expression focused on visible skin results.

Chronos strengthens its positioning by connecting science, sustainability, performance and a proprietary language for its biotechnology within a unified system.

The brand can now evolve consistently, preserving recognisable codes while strengthening its relevance, clarity and distinctiveness 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: Ana Paula Rezende, Victor Godinho

    Art Direction: Luciano Colucci

    Creative Team: Caroline Pereira, Julia Rennhard, Odilon Queiroz, Patrick Kohout, Thamiris Stano

    Strategy: Eduardo Weinhardt

    Storytelling and Content: Silvio Fudissaku

    Art Buyer: Paula Dias

  • Executive Production: Aboé, Thinkers

    Photography: Vivi Bacco

    Product Photography: João Ávila, Origo Lab

    Beauty:Jake Falchi

    Styling: Jeff Ferrari

    Set Design: Mario Mantovanni

    Video: Origo Lab, Rikko Oliveira

    Visual Effects (VFX):Hugo Miguel, Malcolm Oakley

    Image Processing:Dr. Raw, Helder Bragatel

  • Natura Team: Camila Pereira, Camila Pires, Carolina Rodrigues, César Belém, Fabiana Almeida, Fernanda Delfini, Mariana Zavanella, Melina Balassanian, Nathalia Salgado, Natalia Picolomini

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