Sustainea
2023 | Branding • Design
My role
Case design, Motion
Case design, Motion
CBA Latam Project Team
Design & Branding team
Caio Campana, Marcelo Siqueira, Natalia Azevedo, Mateus Potumati, Adson Rodrigues, Rafael Barnete
Caio Campana, Marcelo Siqueira, Natalia Azevedo, Mateus Potumati, Adson Rodrigues, Rafael Barnete
Strategy team
Carolina Barruffini, Rafaela Feitosa, Felipe Tafner
Carolina Barruffini, Rafaela Feitosa, Felipe Tafner
Account management
Camila Leopoldo, Camila Botelho
Camila Leopoldo, Camila Botelho
All rights belong to Braskem®, Sojitz® and CBA B+G
PT/
Sustainea é a nova joint venture entre Braskem e Sojitz que veio para repensar o mercado de garrafas PET, tecidos e outros por meio da produção de Bioglycols, produtos químicos renováveis formulados com tecnologia inovadora. Com atuação global, a empresa tem a ambição de fornecer matéria-prima renovável e acelerar os compromissos sustentáveis de seus clientes e parceiros.
Sustainea é um projeto altamente estratégico, durante o qual nossas equipes trabalharam juntas para delinear o escopo da oferta, idealizar seus fundamentos de marca e seus diferenciais, além de criar a identidade completa da nova empresa. O resultado é fruto de aprendizados acumulados ao longo de uma extensa jornada em torno das soluções renováveis.
Usamos o brand pulse®, ferramenta proprietária da CBA B+G, para definir os grandes pilares da marca e o seu propósito. Através do mapeamento dos concorrentes BtoB, fizemos uma recomendação de como a empresa poderia se posicionar com seus diversos stakeholders.
O conceito de "inovação fluida" guiou a criação de naming, identidade visual e tom de voz. Sustainea evidencia sua ambição de desempenhar um papel importante em inovação sustentável, reforçado pelas formas em movimento e lettering no logo. As placas e as texturas são referências fortes ao universo da alta tecnologia, suavizadas pela paleta de cores pastéis, que traz leveza ao assunto.
EN/
Sustainea is the new joint venture between Braskem and Sojitz that came to rethink the market for PET bottles, fabrics and others through the production of Bioglycols, renewable chemicals formulated with innovative technology. With global operations, the company has the ambition to provide renewable raw materials and accelerate the sustainable commitments of its customers and partners.
Sustainea is a highly strategic project, during which our teams worked together to outline the scope of the offering, idealize its brand fundamentals and its differentiators, and create the complete identity of the new company. All the great results came from learning accumulated over an extensive journey around renewable solutions.
We used brand pulse®, a proprietary tool of CBA B+G, to define the major pillars of the brand and its purpose. Through the mapping of BtoB competitors, we made a positioning recommendation, that is, how the company should position itself with its various stakeholders.
The concept of "fluid innovation" guided the creation of naming, visual identity and tone of voice. Sustainea highlights its ambition to play a major role in sustainable innovation, reinforced by the moving shapes and lettering in the logo. The plates and textures are strong references to the high-tech world, softened by the pastel color palette, which brings lightness to the subject.
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