Biomimicry is innovation inspired by nature.
Janine Benyus
Hello, and welcome to the June edition of our newsletter!
Each month we meet here to share the themes that have crossed our creative journey and are echoing out into the world. In this edition, you’ll dive into discussions about new brand strategies beyond traditional media, Apple’s new iOS visual, WNBA’s strategy, post-COVID consumption trends, and the most remembered brands according to BrandZ 2025.
In the section Tátil Around the World, we share a bit about how D&AD in London and Shift in São Paulo went, the buzz around Natura Ekos Ryos, the Aura Alba case, and our latest step in global expansion: we’ve opened a new creative hub in NY!
Our goal is to stay true to our core principle of working WITH, not FOR. Feel free to share your suggestions, comment on our content, or interact with us by replying to this email."
Enjoy your reading!
Communication, Marketing, and Brand Team
Top 5 Tátil Curations
In a Post-Advertising World, Brand Connection Wins
In the UK, new HFSS (high in fat, salt, and sugar) advertising regulations are forcing brands like McDonald’s and Coca-Cola to rethink how they engage with consumers beyond traditional media. This article from The Drum highlights how next brand building in these categories won’t rely on mass reach but on creating emotional and cultural relevance. A timely reminder that in a more regulated landscape, what truly matters is building meaning — not just awareness.
When Material Becomes Message: Designers React to Apple’s Liquid Glass
Apple’s new Liquid Glass finish for iOS is sparking debate in the design world. With softer edges and a frosted-translucent texture, the material is not just aesthetic—it’s a statement on sensory experience and product tactility. Designers are divided: some see a welcome shift toward more humanized, less cold tech interfaces; others question the balance between form and durability. As discussions around materiality gain ground, the move reflects a broader trend: in a digital world, physical sensation still matters.
The WNBA's Fan-First Growth Playbook
After a breakthrough 2024 season, the WNBA is doubling down on fan engagement as its main growth strategy. With record-breaking attendance and TV viewership, the league is shifting focus from pure reach to deeper connections—building loyalty through storytelling, social engagement, and brand partnerships that resonate with its diverse audience. A case of how listening to your community can drive both cultural impact and business results.
5 post-COVID behaviours reshaping brands
Analysing 28.000 consumers in 18 markets, McKinsey identifies enduring behaviours—solo leisure, “bring-it-to-me” convenience, value-seeking trade-offs, and digital dependency—that now set the baseline for brand experience. With sentiment decoupled from spend, companies must pivot to agile, customer-centred value propositions and hyper-personalised journeys to win loyalty in an era where disruption is the norm, not the exception.
BrandZ 2025: Most Valuable Global Brands
The 20-year anniversary edition of Kantar’s BrandZ ranking shows the combined value of the Global Top 100 soaring to a record level, led by Apple (US $1.3 trn, +28 %). Tech-enabled disruptors dominate, while ChatGPT, Stripe and Chipotle debut in the list—proof that cultural relevance and experience-driven innovation translate into hard equity. The study draws on 4.5 million consumer interviews across 22 000 brands, underscoring how deeply perceived purpose, trust and UX now shape valuation.
Tátil around the world
Local projects, global partnerships
May was a month of creative immersion at D&AD 2025. Fred Gelli (CEO) chaired the launch of the Brand Identity Refresh category, leading an intense gathering in London that brought together diverse global perspectives on branding and strategic design. We also celebrated Natura Ekos Ryos making it to the shortlist in the Type category. A great honor to bring our borogodó to one of the most prominent stages in the creative industry. Here in Brazil, our partnership with the festival continued: we opened our São Paulo office to host another edition of D&AD Shift, welcoming students for a day of exchange, inspiration and connection with our methodology, case studies and biomimicry—a principle that guides many of the solutions we create by observing nature.
Ryos around the world!
After entering the D&AD shortlist in the Type category, Ryos continued gaining recognition: we brought home Bronze at The One Show and at the ADC Awards 2025—both in the Packaging Design category! Much more than a fragrance line, Ryos is an immersion in the living culture of the Amazon. We navigated through the rivers and stories of the territory to create an identity that flows with the movement of the waters and the wisdom of the riverside communities. And it wasn’t just the juries who took notice: Ryos was also featured in international media outlets like The Dieline, World Brand Design Society, Logo Designer, among others.
A new chapter with Natura
Over 20 years of partnership with Natura, and another story that connects us to the brand’s essence. Aura Alba is the new fragrance that translates, in form and matter, a symbolic gesture from Natura’s origins: the moment when Luiz Seabra, the company’s founder, would present clients with a white rose. To build this sensory narrative, we started with the White Rose of Konare—used for the first time in a fragrance—and searched for shapes that would evoke memory, light and presence. The bottle brings a spiral relief at the base, revealing the flower in a subtle and poetic way, while the asymmetrical cap refers to the stem. A creation where design, origin and emotion come together.
Tátil in New York: another step in our global expansion
After London, now it’s New York’s turn to welcome our new strategic hub. Leading this new phase is Flávia Buchmann, our new Senior Global Director, with over 20 years of experience leading brands like Coca-Cola and NotCo. From our new US base, Flávia now heads our Communication & Branding Sprints—an agile, collaborative and results-oriented methodology designed to shorten the path from insight to execution. With more than 40% of our projects already international, the new office strengthens our global presence and supports our ambition to become the most original branding consultancy in the world—delivering creative and strategic solutions for brands in transformation.
