Branding is the art of differentiation made visible, felt and remembered.
Marty Neumeier
Hello, and welcome to the May 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 authorship and AIs, belief and emotional connection in branding, human-centered interfaces, the hand-drawn art resistance, and the key highlights from Adobe MAX 2025.
In the section Tátil in the World, we’re also proud to share the new Natura Ekos Cacau case and the latest column by Fred Gelli (CEO) for Fast Company Brazil! And finally, the announcement that Natura Ekos Ryos was awarded in two competitions by The One Club for Creativity!
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
Who Gets the Credit?
As AI reshapes creativity and productivity, a new tension emerges: how do we recognize and protect the human element in co-created work? In this article for VKTR, Cha’Von Clarke-Joell explores how the blurry line between human and machine challenges our notions of authorship, originality, and fairness. From students to scientists, from content creators to policymakers, the piece outlines why ethics can’t lag behind innovation—and how frameworks like “Digital Self Twin” propose a more resilient, human-centered future.
From Reason to Resonance
In a world saturated with stats, specs, and RTBs (Reasons to Believe), what really makes someone care about a brand? For Spencer Buck, founder of Taxi Studio, the answer is clear: emotion. In this essay for The Drum, he argues that brands must abandon rationality and embrace the “irrational” — the realm of storytelling, instinct, and feeling. From Apple to Patagonia, the most loved brands don’t just inform; they connect. And that connection starts not with “what do we offer,” but with “why would anyone care?”
Interfaces that feel
The visual manifesto Our Interfaces Have Lost Their Senses delivers a clear critique: our digital interactions are becoming increasingly flat, silent, and disconnected from the body. The site itself brings the provocation to life through a fluid, sensory scrolling experience. At Tátil, this topic resonates deeply — we believe design needs sensoriality, and that technologies that listen, vibrate, and create real presence in everyday life make all the difference.
#StarterPackNoAI: a hand-drawn stand for human creativity
As AI-generated dolls flood social media, a growing number of illustrators are reclaiming space with pencil, ink, and emotion. The viral counter-movement #StarterPackNoAI celebrates hand-drawn versions of the trend — not as nostalgia, but as resistance. In place of soulless, carbon-heavy templates, artists are putting forward their own bodies, styles, and stories — with humor, vulnerability, and a refusal to let creativity be flattened. The message? What’s personal is powerful. And nothing manufactured can replace what is truly made by hand.
Adobe bets on AI that supports, not replaces
At Adobe MAX London 2025, the spotlight was on practical AI updates. Firefly now delivers more realism and control, Photoshop introduces smarter tools like reference-based Generative Fill, and Express brings AI-driven video creation to all. The message? AI is here to amplify creative work — not erase it.
Tátil around the world
The Amazon as Origin, Not Just a Theme
For the relaunch of Natura Ekos Cacau, Tátil was invited to create a new visual language that reaffirmed the ingredient as a source of strength — not just a decorative element. Alongside Amazonian artist Winny Tapajós, we combined photography and illustration to tell the story of cacao from its place of origin: the Amazon. The result is a design that communicates benefits through a sensorial experience and brings, to the surface of the packaging, layers of knowledge, beauty, and ancestry.
A rebranding called USA™
In his new column for Fast Company Brazil, Fred Gelli (CEO) turns the fictional briefing of the century into a real provocation: what if the United States went through a symbolic rebranding to match the collapse it's currently facing? More than a new logo, the piece suggests an identity that sheds the veneer of moderation and embraces collapse as an aesthetic — with caps lock slogans, mantra-like taglines, and typefaces built to go viral.
Ryos premiado no The One Club for Creativity!
Celebrating over 20 years of partnership with Natura, our project Ryos has just been awarded Bronze in two major categories at The One Club for Creativity — The One Show and ADC Awards 2025, both in Packaging Design. More than a sustainable line, Ryos is a tribute to the living culture of the Amazon — from recycled materials and riverine lettering artists to a visual language shaped by origin. A creation that turns ancestry into identity and impact into recognition.
