Aiming to reach pet owners that worry about giving theirs dogs a more healthy and balanced food, Purina developed a new pet food exclusive for the Brazilian market with a product line made with natural ingredients, quality protein, tropical fruits, fibers and whole rice. CBA B+G was responsible for the new brand development.
CBA B+G was invited to create the brand from the scratch: name, identity, positioning, tagline and communication campaign for this totally new, fresh brand. The challenge was to define how to represent the care that pet owners have with their dogs, and still, demonstrate that the brand is 100% Brazilian, with this target’s values, energy and cultural wealth.
In Brazil, life is rich with diversity. People, beliefs, and natural world are living proofs of a natural balance that comes from variety. Many amazing nutrient-rich foods come from Brazil. From the bounty of the Amazon, to the produce of the sea, and the lushness of our farmland – there is an abundance of wholesome, powerful foods that are unique to this place. Leaving clichés aside, we inspired ourselves with the Brazilian soul, using national elements to design Revena brand’s essence and expressions. One of the references was the ‘flor do paraíso’ (paradise flower), which gave life to the brand color pallet, where the blue predominates and gives a premium character. We also worried about bringing the ingredients, so they would represent the true Brazilian origin. The name Revena was carefully created to inspire the meaning of Renovate, Reborn (Renovar, Renascer in Brazilian Portuguese). All communication uses the Mandala icon, along with the tagline ‘O equilíbrio está na diversidade’ ('Balance is in diversity'), reinforcing the Brazilian originality and diversity, culture and biodiversity.