Tatil Site [Internacional]

Client

Carrefour

Project

Carrefour Home

Context & challenge

Carrefour Home is the French chain's own brand focused on the home universe - an essential territory within the Carrefour shopping experience and increasingly strategic in the global private label scenario. Tátil was called in to lead the rebranding, translating the group's new ambition: to transform the home section into a real shopping destination, with emotional appeal, clear language and a connection to contemporary lifestyles. A challenge that required a balance between scale, affection and practicality - with real impact at the point of sale and consumer perception.

To create a brand that stood out in a highly competitive and fragmented environment, without losing its accessible essence. The new global positioning of the range had to be expressed in design - "Inspired by your living. Designed by your home." - connecting home care to the plurality of Carrefour consumers. The challenge extended from verbal and visual identity to a robust packaging and category signage system, ensuring cohesion across different markets, channels and cultures.

FROM: TRADITIONAL COMMUNICATION

TO: A SENSORY AND INTERACTIVE EXPERIENCE

We start from a central principle: to make the ordinary seem extraordinary. We created a visual and verbal system that puts real life at the center - with tones, shapes and messages that make everyday life lighter, more functional and more beautiful. The new identity features a vibrant and inviting palette, inspired by the idea of a “living home”, with simple, tactile graphics that reinforce feelings of welcome and practicality.

The packaging system has been redesigned to act as a clear and attractive navigation wall at the point of sale - reinforcing the aspirational nature of the brand without sacrificing accessibility.

A BRAND RELEASED WITH ALL THE BUZZ

Boldness is about taking risks and overturning the order. That’s what Carnival is about.

At Carnival all things are on the move, and so is the brand.

This brand has both choreography and ginga.

10M

10 million people impacted during carnival in Rio.

7.8K

7.840 people interviewed during the process.

1BI$

1 billion dollars in  economic movement.

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CREATIVE PROGRAMMING

To ensure that the Rio Carnaval brand was as alive and organic as Rio de Janeiro itself, we developed—in partnership with André Burnier and Plau—a creative coding tool that allows interaction with the brand through the movement of its ribbons, their thickness, motion, rhythm, and colors, all in a fully customizable way. A pulsating brand with personality and behavior, representing the creative force of all Samba Schools.

Today, Carrefour Home circulates with consistency and personality in eight countries, connecting the universe of the home to a new look for its own brand.

170

MEDIA POINTS
‍Distributed across  4 regions of Rio and 3 cities  in Baixada Fluminense.

4.4M

CAMPAING INSERTIONS
‍4,433,436 ad insertions broadcasted

60M

WEEKLY IMPACTS
60 million people reached across different channels.