![](https://cdn.myportfolio.com/4f59fe93-2302-44d7-96ea-a87c7c9d4640/965ec05d-97d2-44c9-94c8-7cd40a09d134_rw_1920.jpg?h=4788197402417f48db4cff7f79cdda99)
Coralar
2021 | Design • Branding • Research
My role
Brand applications, Brand guidelines
Brand applications, Brand guidelines
CBA LATAM Project Team
Design & Branding team
Alex Diniz, Daniella Chen, Natália Azevedo, Carolina Tanikawa, Taynara Lima, Adson Rodrigues, Rafael Alves
Alex Diniz, Daniella Chen, Natália Azevedo, Carolina Tanikawa, Taynara Lima, Adson Rodrigues, Rafael Alves
Business team
Ludovic Dapoigny, Natalia Rezende, Karen Enumo
Ludovic Dapoigny, Natalia Rezende, Karen Enumo
Strategy team
Carolina Barruffini
Carolina Barruffini
Production team
Raquel Carletti , Melissa Schiffini, Thiago Tyska
Raquel Carletti , Melissa Schiffini, Thiago Tyska
All rights belong to Akzonobel® and CBA B+G
PT/
Coralar, marca de tintas econômica do grupo Akzo Nobel, um dos principais players do setor de revestimento e presente em mais de 150 países, passou por um projeto completo de branding, realizado pela equipe CBA B+G. O propósito maior foi destravar o valor para ambas as marcas da empresa, Coral e Coralar, e dar clareza de papéis, tornando Coralar mais independente, mas sem eliminar o relacionamento com Coral.
Coralar passou a ser uma marca, e não mais uma linha de produtos. Agora com muito mais protagonismo, mas seguindo com endosso discreto de Coral. A nova estratégia de marca abarcou uma reorganização de suas linhas, mudando o nome de cada produto, seus claims e benefícios, tendo como missão simplificar informações e facilitar o entendimento do consumidor, trazendo clareza na aplicabilidade e entrega de cada produto.
O novo posicionamento de Coralar é ser uma marca funcional, buscando democratizar a categoria ao oferecer soluções de pintura acessíveis e com qualidade comprovada Coral, além de facilitar a vida do com um portfólio completo e clareza de informações. Assim Coralar, líder no segmento econômico, se posiciona como uma parceira que oferece qualidade e economia na medida certa para quem quer renovar seus ambientes e moradas.
EN/
Coralar, the economic paint brand of the Akzo Nobel group, one of the main players in the paint and coating sector and present in over 150 countries, underwent a complete branding project, carried out by the CBA B+G team. The main purpose was to unlock the value for both brands of the company, Coral and Coralar, and to clarify the role each one plays, making Coralar more independent, but without eliminating the relationship with Coral.
Coralar has become a brand, no longer a product line. It gained more prominence, but still with discreet endorsement of Coral brand. The new brand strategy encompassed a reorganization of product lines, changing the name of each product, its claims and benefits, with the mission of simplifying information and facilitating consumer's understanding, bringing clarity to the applicability and performance of each paint.
The new positioning of Coralar places the brand as functional, seeking to democratize the category by offering affordable painting solutions and proven Coral quality, in addition to facilitating the lives of consumers with a complete portfolio and clarity of information. Thus Coralar, the economic segment leading brand, is positioned as a partner that offers the right balance between quality and economy for those who want to renew their ambiences and homes.
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