With a surpassed identity and lack of strength to understand its target, Negresco pointed to us its necessity to revamp and reinforce this connection. We noticed that, in order to evolve, the brand would need a new personality, compatible with the new positioning, more creative and cool. To draw attention, the packaging also demanded a new design, with more agile and connected drivers.
Our greatest challenge was to score a new language within a category with very particular properties, without disruption, for one of the most beloved and traditional brands in Brazil. So, in order to bring the new Negresco to life and lead its products to new horizons, we defined the inspiration zones and completely understood the profile from those who are the real ambassadors for the brand, the Centennials.
From the insights, Negresco’s visual identity got a cool and transforming pitch. Inspired on the moving brands concept, it acquired a structure with potential to be in constant movement, and a dynamic image to follow its target’s rhythm.
The portfolio was updated with a visual cleaning and became versatile, with improbable contrasts and expression clarity. Some elements from the old logotype were maintained, but also updated with modern touches, as the radar, for example, that suggests something out of the box and stimulates the search for the new, different. As an extension of the new Negresco mood, the Pantones were chosen in a contemporary way to stimulate even more this connection with the young, but always following the brand’s already established codes.