Tatil Site [Internacional]

Client

Natura

Project

Natura Aura Alba

Context & challenge

Aura Alba was born as another project in the long partnership of more than 20 years between Tátil and Natura - a relationship built on depth and presence, which is renewed with each new challenge. This time, the provocation was to design the bottle of a new fragrance with a double intention: to introduce the world to an ingredient never before seen in perfumery and to reactivate, in a subtle way, a founding gesture of the brand.

‍
The White Rose of Konare, grown in Bulgaria, appears for the first time in a global olfactory creation. And along with it, the memory of the gesture of Luiz Seabra, founder of Natura, who in 1969 handed out white roses to people at the door of the brand's first store. Our starting point was to understand how this combination - symbol and innovation - could take shape without nostalgia or obviousness.

‍The challenge

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To transform a silent gesture into a sensory presence. The project required more than symbolic representation: it called for an object capable of reflecting affection, exclusivity and light. A balance had to be struck between sophistication and emotion, between the brand's affective memory and the debut of a new ingredient in perfumery. And, above all, to create a shape that escaped the obvious, but still made the flower appear - even if it wasn't immediately visible.

FROM: TRADITIONAL COMMUNICATION

TO: A SENSORY AND INTERACTIVE EXPERIENCE

Solution

We created a bottle in which the flower doesn't appear on the surface, but is revealed at the bottom. The spiral relief on the base, inspired by the geometry of the rose, interacts with the color of the liquid and with the light, creating a golden refraction that broadens the sensory experience. The lid, asymmetrical and irregular, resembles the stem of the flower and proposes the gesture of delivery. Tátil was responsible for the shape, naming and visual identity - a set designed to translate the uniqueness of the fragrance and the gesture that inspires it into a precise and sensitive visual language.

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.