Communication, Marketing, and Brand Team
Innovation in Carnaval must always engage in dialogue with our history and cultural identity.
Laíla (Beija-Flor de Nilópolis)
Hello, and welcome to the March edition of our newsletter!
Every month, we gather here to share the topics shaping our creative journey and making waves in the world. In this edition, you’ll explore the history of innovation in Carnaval, the balance between branding and performance, circular economy, the arts on the streets of Leeds (UK), and the challenge of creating while staying authentic. Plus, in the Tátil Around the World section, we bring the refresh of the Rio Carnaval brand, the visual identity for Simply Pop (Coca-Cola’s newest beverage), and Laila Rotter’s interview for PENTAWARDS on International Women’s Day.
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 — Tátil
Top 5 Tátil Curations
Carnival: A Tradition That Reinvents Itself
Rio de Janeiro’s Carnaval has always been a stage for innovation. From Salgueiro’s 14,000-LED cape to Grande Rio’s electronic jaguar mask, the avenue has always shone with bold creativity. These and many other moments show how technology continues to reinvent the greatest show on Earth—without losing its essence. At Tátil, we know this well. At the end of this newsletter, you'll find our latest contribution to this story: the refresh of the Rio Carnaval identity, which we originally created in 2022. Now, it features new assets and the dynamic three-dimensional movement of the brand flags.
Branding and Performance: Growth Lies in Balance
The Multiplier Effect study by WARC makes one thing clear: brands that focus solely on performance may be sacrificing long-term growth. Research shows that integrating brand building with conversion strategies can increase total revenue ROI by up to 100%. Branding strengthens perception, trust, and differentiation—creating a solid foundation for performance-driven actions to be even more effective. The key is not choosing one over the other, but finding the right balance to build strong, sustainable brands.
Circular Economy: Rethink, Redesign, Reinvent
Nothing should be disposable—not products, not ideas. Circularity goes beyond recycling; it’s a new way of designing, producing, and consuming. The Ellen MacArthur Foundation highlights that brands embracing this model not only reduce environmental impact but also create real value for the future. In 2024, we helped bring this vision to life through the partnership between Natura Ekos and Nespresso, where coffee capsules found a second life as sustainable packaging. Because true innovation doesn’t end with use—it keeps going.
Creativity at Every Turn
Since setting up our London office in 2024,, we've been diving deep into the UK’s creative scene—and the more we explore, the more we fall for its artistic pulse. The latest spark? Art Around Every Corner, a documentary that captures how street art is reshaping Leeds, turning the city into an open-air gallery. A perfect reminder that creativity isn’t just seen—it’s felt, lived, and constantly reinvented.
New Rules for Designing with Authenticity
What does it mean to be a designer today? With trends exploding, AI reshaping the industry, and new roles emerging constantly, the design landscape is in flux—and creatives need to keep up. The New Rules – Design report, by WePresent in collaboration with It’s Nice That, dives into this shifting scene, questioning the impact of trends, the role of research, and the challenge of staying authentic in a hyper-connected world. For those who create, navigating this new era is about balancing innovation with identity.
Tátil around the world
Rio Carnaval: A Samba That Never Stops
Carnival is movement, and the Rio Carnaval 2025 identity evolved in the same rhythm. This brand refresh kept the energy we created in 2022 alive, now with new elements, new applications, and a pulse that moved with the city. On the Sapucaí, the identity came to life in real-time on giant screens, syncing with every beat of the drums. This year, the celebration also paid tribute to Laíla, the master of harmony and architect of the sound that shaped Beija-Flor’s legacy. A homage to those who built Carnival and a step forward in shaping an identity that remains alive, growing, and reinventing itself with every parade.
"Designing for Simply Pop Was About Translating a New Behavior"
Simply Pop marks Coca-Cola’s entry into the prebiotic soda category with a bold visual identity. Our challenge was to build a design language that truly reflects its essence—blending striking illustrations, intense colors, and free-flowing forms to capture the energy of this new category. Inspired by Pop Art and vintage fruit stickers, we connected the brand’s natural identity with a vibrant and expressive aesthetic. "Collaborating with the Coca-Cola team was essential to balancing the master brand’s identity while crafting a unique personality for Simply Pop", says Stefani Presmic, Tátil’s International Business Manager.
Creation Inside and Outside the Studio
On International Women’s Day, PENTAWARDS brought together its jurors for a conversation about career, choices, and the challenges of balancing work and personal life in the creative industry. Among them, Laila Rotter, Creative Manager at Tátil, shared her experience navigating between deadlines and diapers, creativity and routine, certainties and reinventions. For her, balance is not a fixed point but a continuous movement—built on support, exchanges, and the courage to forge new paths.
