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Positive Company
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Positive Company is a House Of Brands that creates not only brands but also concepts and a lifestyle. It was created for people who aim to have a healthy life and believe in causing a positive environmental impact on the planet by connecting with a balanced, sustainable, and happy life. So when we were building the brand's new language we had this in mind: to be uncomplicated, transparent, with no fine print. A brand that cares about all of the cycles involved, from people to products, and takes the concept of #ecosexy very seriously, has ethics and aesthetics, has consciousness and beauty. When the whole process is ecological, the result is attractive and seductive.
The challenge that we had was how to give prominence to the master brand with a corporate personality and, at the same time, visually relate to the products in its chain. From this, the need for an identity that brought simplicity, neutrality, and modernity, but with a tone of seriousness present, was understood. By abandoning the blue tone to define black as the new main color, the color palette was conceived to establish a harmonious connection with the sub-brands while remaining independent of the palettes of other products. This transition was accompanied by the selection of a variable support font, capable of adapting to communication needs, infusing strength and youthfulness. Complementing this approach, the creation of 2D illustrations with hard shadows emerged as an effective strategy to aesthetically unify the products, allowing Positive.Co to communicate them without compromising its identity and individual prominence.
The challenge that we had was how to give prominence to the master brand with a corporate personality and, at the same time, visually relate to the products in its chain. From this, the need for an identity that brought simplicity, neutrality, and modernity, but with a tone of seriousness present, was understood. By abandoning the blue tone to define black as the new main color, the color palette was conceived to establish a harmonious connection with the sub-brands while remaining independent of the palettes of other products. This transition was accompanied by the selection of a variable support font, capable of adapting to communication needs, infusing strength and youthfulness. Complementing this approach, the creation of 2D illustrations with hard shadows emerged as an effective strategy to aesthetically unify the products, allowing Positive.Co to communicate them without compromising its identity and individual prominence.
A Positive Company é uma House Of Brands que cria não só marcas, mas também conceitos e um lifestyle. Ela foi criada para pessoas que buscam ser saudáveis e acreditam em causar impacto ambiental positivo para o planeta se conectando com uma vida equilibrada, sustentável e feliz.
Foi isso que levamos em conta ao construir a nova linguagem da marca: descomplicada, transparente e sem letras miúdas. Uma marca que se preocupa com todos os ciclos envolvidos, de pessoas à produtos e leva o conceito #ecosexy muito a sério, tem ética e estética, tem consciência e beleza. Quando todo o processo é ecológico o resultado é atraente e sedutor.
O desafio a ser solucionado era como dar protagonismo pra marca mãe com uma personalidade corporativa e, ao mesmo tempo, conseguir se relacionar visualmente com os produtos da sua cadeia. A partir disso, entendeu-se a necessidade de uma identidade que trouxesse simplicidade, neutralidade e modernidade, mas com tom de seriedade presente. Ao abandonar o tom azul para definir o preto como a nova cor principal, a paleta de cores foi concebida para estabelecer uma conexão harmoniosa com as marcas filhas, ao mesmo tempo em que se mantinha independente das paletas de outros produtos. Essa transição foi acompanhada pela seleção de uma fonte de apoio variável, capaz de adaptar-se às necessidades de comunicação, infundindo força e jovialidade. Complementando essa abordagem, a criação de ilustrações 2D com sombra dura emergiu como uma estratégia eficaz para unificar esteticamente os produtos, permitindo que a Positive.Co os comunicasse sem comprometer sua identidade e protagonismo individual.
Foi isso que levamos em conta ao construir a nova linguagem da marca: descomplicada, transparente e sem letras miúdas. Uma marca que se preocupa com todos os ciclos envolvidos, de pessoas à produtos e leva o conceito #ecosexy muito a sério, tem ética e estética, tem consciência e beleza. Quando todo o processo é ecológico o resultado é atraente e sedutor.
O desafio a ser solucionado era como dar protagonismo pra marca mãe com uma personalidade corporativa e, ao mesmo tempo, conseguir se relacionar visualmente com os produtos da sua cadeia. A partir disso, entendeu-se a necessidade de uma identidade que trouxesse simplicidade, neutralidade e modernidade, mas com tom de seriedade presente. Ao abandonar o tom azul para definir o preto como a nova cor principal, a paleta de cores foi concebida para estabelecer uma conexão harmoniosa com as marcas filhas, ao mesmo tempo em que se mantinha independente das paletas de outros produtos. Essa transição foi acompanhada pela seleção de uma fonte de apoio variável, capaz de adaptar-se às necessidades de comunicação, infundindo força e jovialidade. Complementando essa abordagem, a criação de ilustrações 2D com sombra dura emergiu como uma estratégia eficaz para unificar esteticamente os produtos, permitindo que a Positive.Co os comunicasse sem comprometer sua identidade e protagonismo individual.
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Creative Direction: Lara Rei and Matheus Pinto
Graphic Design: Eliane Lima and Matheus Marques
Verbal Identity: Lara Rei and Felipe Bergallo
Products Photography: Positive Company
Verbal Identity: Lara Rei and Felipe Bergallo
Products Photography: Positive Company
Case Photography: João Pedro Med
Case Study: Matheus Marques
Case Study: Matheus Marques
Motion Design: Evandro Tonet