Context & Challenges
How can Natura — a brand recognized for caring about relationships — celebrate the length of service of its network of employees by creating an experience that expresses its way of being and truly resonates with people?
A language inspired by trees. Universal symbols of wisdom and growth, trees are, contrary to what one might imagine, connected through a vast network of relationships. In a poetic way, they hold the record of their journeys within their trunks. Inspired by the tree archetype, we created a language that translates the meaning of Natura’s time of relationships. A system with the potential to unfold into communication pieces, event identity and, through its power of synthesis, become a lasting mark — a jewel. One of the rings in the trunk is highlighted with a gold finish, symbolizing a unique story and the importance of each individual within this network.
Beyond the language, we designed an exclusive jewel that complements itself and grows with each milestone. Together with Natura, we sought partners willing to take on the challenge of developing a new process to produce the piece.
A language that went beyond the initial challenge, becoming a jewel, an event, communication pieces and supporting materials.
