Tatil Site [Internacional]

Client

Danone

Project

Danone's Global Packaging Visual System

Context & challenge

Our challenge

To design a global packaging system that would reposition the Danone brand.

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Our strategic approach

Like Danone, we also believe in simples recipes. Therefore, we have reinterpreted the visual and emotional codes built over 100 years, using only a few good ingredients to create narratives that communicate attributes in a strategic way, moving the brand and its products in the direction of contemporary desires.

More than creating an elastic and strategic design system, we have redesigned the entire portfolio of the brand’s products based on the guidelines developed. There were more than 250 SKUs. A job done in partnership with Danone’s local and global teams, bringing a vibrant new “Simple Goodness” to 17 countries.

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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.

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.