RAFDESIGN - PORTFOLIO 2014 - ENGLISH VERSION

Raf Design Introduction

Portfolio 2014


A RAFWE ARE A BRANDING, PACKAGING AND STRATEGY AGENCY.

Raf Design IntroductionRaf Design

Raf DesignRaf Design

WE DEVELOP BRAND

PERSONALITIES

AND CREATE VALUE

BY THINKING

SOLUTIONS THAT

ARE VISUALLY AND

FUNCTIONALLY

SURPRISING,

DESIGNED TO

CAPTIVATE THE

CONSUMER,

GENERATE

RESULTS FOR OUR

CLIENTS AND GAIN

ADMIRATION IN THE

MARKET.

Introductions

Raf Design

WE BUILD AN

INDIVIDUAL

RELATIONSHIP WITH

CLIENTS BASED ON

SURPASSING THEIR

EXPECTATIONS,

AND AN IN-DEPTH

KNOWLEDGE OF THEIR

OBJECTIVES.

Introductions

Raf DesignRaf Design Coolhunting

COOLHUNTING–

THE SCIENCE OF

ANTICIPATING

BEHAVIORS,

DISTINGUISHING

BETWEEN THE

FLEETING AND THE

LASTING, IS USED TO

HELP OUR CLIENTS

UNDERSTAND FUTURE

TRENDS, THAT WILL

BE THE KEY DRIVERS

FOR PURCHASES AND

BRAND ASSOCIATIONS.


MOCKUP – IN ORDER

TO ENSURE A FINAL

PRODUCT FREE OF

SURPRISES, LEGIBILITY

ISSUES, COLOR FLAWS,

“METALLIC” EFFECTS

OR OTHER PROBLEMS,

WE USE A MOCKUP

TO CREATE EXACT

REPRESENTATIONS OF

THE DELIVERABLES,

SUPPORTING A MUCH

MORE ASSERTIVE

DECISION MAKING

PROCESS.

Mockup

Raf Design Brands of Success

And, at RAFdesign, they tell a 10-year-old history

of inspiration, involvement and hard work, based

on a unique client relationship.

VISUALLY REPRESENT A PERCEPTION. EXPRESS AN ESSENCE. CREATE VALUE AND IDENTITY.

BRANDS CONNECT, PROVIDE MEANING.

Raf DesignRaf Design Packaging Design

Packaging DesignWE BELIEVE THAT, MORE THAN PROPERLY PACKING A PRODUCT, THE PACKAGING

PRESENTS THE PRODUCT IN ALL ITS DIMENSIONS, EMBODYING ITS ATTRIBUTES

BY MEANS OF COLORS, SIGNS, MATERIALS, FORMS AND TEXTURES. PACKAGING

GOES BEYOND THE WRAPPING. IT PROVIDES MOVEMENT, IMPACTS BEHAVIORS

AND CAN INFLUENCE THE WAY AN ENTIRE CATEGORY IS CONSUMED.

CHALLENGE

To assess and measure the current perception of

Natura Plant in the Brazilian market, identifying

critical issues and those in need of attention, as well

as to define a strategy that will allow us to redesign

the brand and label in order to grow in the short

and mid terms.

OBJECTIVE

To build a new brand identity, taking into consideration

its positioning, which associates two apparently

opposing universes: nature vs. technology – products

that are perceived as for daily use but that can also be

perceived as more efficient, intense and longer lasting.

Natura Plant | Raf Design Packaging Design

THE ENTIRE PROJECT WAS BASED ON

THE CARE AND ATTENTION GIVEN TO

HIGHLY DETAILED ILLUSTRATIONS OF

THE ACTIVE INGREDIENTS

PLANT EVOLUTION

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Natura Plant | Raf Design

Bronze Trophy at the ABRE Brazilian Packaging Awards.

RESULT

It was a long process, but change was thorough.

The entire project was based on the care and attention

given to highly detailed illustrations of the active

ingredients, in addition to a color palette developed

especially for the relaunch. The line now focuses on

hair care – and not just on cleaning – with 32 products

classified into eight lines that meet the various hair

care needs: reparative moisturizing, shine and softness,

oiliness control, deep cleaning, post-treatment

revitalizing, remarkable curls, straight and loose,

and vivid color.

Packaging Design

Natura Plant | Raf Design Packaging Design

CHALLENGE

To create new labels to the “Óleos Trifásicos de

Natura Ekos”, evolving from descriptive labels to

visual representations of the products, emphasizing

their contents.

OBJECTIVE

To reveal all the beauty of the oils as well as the

interaction between the different densities of the

liquids that do not mix in the bottle, but are absorbed

by the skin in a combined form.

RESULT

The labels were resized, reducing the interference

in the visibility of the liquid. The three phases of

the product are represented by three colors with

transparency effects, promoting an interaction of

the label not only with the oil but also with the

steps of use.

Natura EKOS | Raf Design Packaging Design

Natura EKOS | Raf Design

CHALLENGE

To create new labels to the “Óleos Trifásicos de

Natura Ekos”, evolving from descriptive labels to

visual representations of the products, emphasizing

their contents.

OBJECTIVE

To reveal all the beauty of the oils as well as the

interaction between the different densities of the

liquids that do not mix in the bottle, but are absorbed

by the skin in a combined form.

RESULT

The labels were resized, reducing the interference

in the visibility of the liquid. The three phases of

the product are represented by three colors with

transparency effects, promoting an interaction of

the label not only with the oil but also with the

steps of use.

Packaging Design

Natura EKOS | Raf Design Packaging Design

Elseve | Raf Design

OLD PACK

CHALLENGE

Brazil is the largest perfume market in the world

and it is second in sales of hair care products,

effectively redefining, along with China, the

international outlook for the industry.

A global sales success, the brand Elsève from L’Oréal

Paris recently realized it needed to completely

renovate its product line, from the shape of its

bottles to a modernization of its label layouts.

OBJECTIVE

Our goal was to use the expertise of our mockup

and colors development team to graphically explore

surprising and unique results for the labels in all of

the line’s products.

Packaging Design

NEW PACK

Elseve | Raf Design Packaging Design

Elseve | Raf Design

RESULT

The company’s results reflected the great consumer preference for the renovated line, with a 14.7% increase in

year-to-year revenue, about 3 times greater than the company’s results in other markets.

The strong performance was driven mostly by higher shampoo and conditioner sales, especially the Quera Liso.

Launched in April, Quera Liso was the company’s first product specifically developed for the Brazilian market,

in answer to a consumer demand for longer lasting straight hair.

Packaging Design

“WITH ALL THE ACTIONS IMPLEMENTED, IN JUST FOUR MONTHS THE PRODUCT

REACHED A 10% MARKET SHARE IN THE REGION.”

bí-o | Raf Design

CHALLENGE

Garnier needed to include

a new segment in its

product portfolio:

deodorants. It’s an

US$ 8 Billion a year

segment in Latin America.

OBJECTIVE

A project using innovative

colors and a format that is

completely different from

the competition. In addition

to creating the roll-on and

spray product packaging

for the Garnier Bi-O

deodorant, we were

responsible for concep-

tualizing and creating the

merchandising materials

that had a strong visual

impact at the point

of sales.

RESULT

“With all the actions imple-

mented, in just 4 months

the product reached a

10% market share in the

region,” explains Oliver

Blayac, the brand’s

development director.

Packaging Design

Natuderm | Raf Design

CHALLENGE

To redesign and introduce to the

public the cosmetics brand that was

carefully developed to treat and protect

the skin of Brazilian women. The

formulas were prepared by pharma-

cist Eliane Magalhães, an expert in

dermocosmetics who, since 1986, has

been working with the most renowned

plastic surgeons and dermatologists in

Brazil through Natuderm, a traditional

compounding pharmacy in Leblon,

Rio de Janeiro.

OBJECTIVE

To visually translate the product’s

benefits that are desired by consumers.

To enhance the consumer’s own

features and let them experience the

sensation of well being afforded by

the product.

The vibrational ions of the product

transmit a subtle energy to the body’s

fluids that resonates with the individual’s

vital force.

Packaging Design

Natuderm | Raf Design

BRAND EVOLUTION

RESULT

In order to underscore the launch, Natuderm introduced the Biovibra line, containing particles of opal that vibrate

in response to sound waves, stimulating the body’s cells and increasing production of collagen and elastin,

responsible for slowing skin aging and preventing and lessening the appearance of wrinkles and lines.

We use spirographic forms as a reference to the propagation of energy, as well as the brand, with the concept:

tradition, glamour and luxury.

In the launch, five products were introduced: Biovibra Serum Nobre, Biovibra Exfoliating cream, Biovibra

Triactive Tonic, Biovibra Biphasic Remover and Biovibra Mousse Soap.

Packaging Design

Raf DesignRaf DesignRaf Design

Branding

Branding

THE ESSENCE OF OUR WORK, IS THE BIRTH OF A SUPERNOVA, IN A PROCESS OF CREATION

THAT FIRST EXPANDS AND THEN FOCUS ON A VISUAL AND ACCURATE REPRESENTATION OF

WHATEVER THE CLIENT DREAMED FOR THEIR PRODUCT.

Raf DesignRaf Design Branding


c.Branding

Raf DesignRaf DesignRaf Design Branding

Raf DesignRaf DesignRaf Design

NUTRIÇÃO MÁXIMA, COR PERFEITA.NUTRIÇÃO MÁXIMA, COR PERFEITA.

Branding

Raf DesignRaf DesignRaf Design Brand Evolution

Brand EvolutionUPDATE VALUES AND CONCEPTS TO RE-ENERGIZE

AND REFRESH BRANDS UNDER A NEW VISION.





Raf Design Brand Language and Expression

Brand Language and ExpressionINSERTING THE BRAND INTO ITS UNIVERSE, INTERACTING WITH ELEMENTS

OF AMBIANCE, COMMUNICATION AND PROMOTIONAL RESOURCES, AMONG

OTHERS, TO REINFORCE CONCEPTS AND STRENGTHEN THE BRAND IDENTITY.

Silimed | Raf Design

01/2013

Responsável Técnico: Louise Azevedo Alves - CRF 3417

AUTORIZ. / MS 101021-8

Obelis S. A.Boulevard Général Wahis 531030 Brussels, BELGIUMTel: + (32) 2.732.59.54Fax: + (32) 2.732.60.03E-Mail: [email protected]

SILIMED - INDÚSTRIA DE IMPLANTES LTDA.Rua Figueiredo Rocha, nº 374 - CEP 21240-660 - Rio de Janeiro / RJ - BrasilTel (5521) 3687-7000 www.silimed.com.br

OLD IDENTITY

CHALLENGE

Created in 1978, Silimed is the largest manufacturer

of silicone implants in South America, the number one

in sales in Brazil and the third largest in the world. The

company is 100% Brazilian owned and has the largest

and most diversified product line for plastic surgery,

exporting to more than 75 countries across the

five continents. With such enterprising success, the

company asked RAFdesign to develop the company’s

new market positioning communications.

OBJECTIVE

With the company participating in several fairs and

industry events around the world and with competi-

tion increasing in countries like the U.S., the project

aimed at presenting a strong concept, that would

be recognized both in Portuguese and the other

major languages (English, French and Spanish).

Additionally, the visual strategy was based on asso-

ciating the brand to beautiful male and female forms

engaged in delicate dance moves; this humanized

the company’s communication and broke away from

the “traditional” models that previously followed an

imagery that was common to the competition’s, both

locally and internationally.

Brand Language and Expression


CURRENT IDENTITY

CHALLENGE










OBJECTIVE















THE VISUAL STRATEGY WAS BASED ON

ASSOCIATING THE BRAND TO BEAUTIFUL MALE AND

FEMALE FORMS ENGAGED IN DELICATE DANCE MOVES


CHALLENGE










OBJECTIVE
















RESULT

In a great launch event, with the entire sales force and

representatives from main domestic and international

clients, we introduced all of the pieces with an inno-

vative visual platform. In addition to introducing the

new brand concept, we managed to unify all portfolio

pieces, creating a clean, sophisticated and easy to

understand information hierarchy.

WE INTRODUCED THE

NEW BRAND CONCEPT,

CREATING A CLEAN,

SOPHISTICATED AND

EASY TO UNDERSTAND

INFORMATION HIERARCHY


CAVISTProcesso CriativoConceito / Inspiração



EVOLUTION OF THE CAVIST SYMBOL

Cavist | Raf Design Branding

“IN ORDER TO POSITION THE CAVIST BRAND BETWEEN TRADITIONAL AND MODERN,

WE HAD TO BE DARING AND CHANGE THE BRAND’S IMAGE COMPLETELY”

Janine Sad - partner

CHALLENGE

To create a new brand in Rio de

Janeiro’s wine and food market that

would be strong and independent.

Based on that briefing, we developed

the branding and naming project for

CAVIST. In France, “caviste” is the word

that describes the small, independent

wine vendors. According to tradition,

a good caviste will personally pick up

the wines at the wineries, bring back

news and ensure the quality and origin

of each bottle. In Brazil, Cavist is much

more than a word. It’s a mix of wine

collection and restaurant, a space where

people can be comfortable, celebrate

life and enjoy good times.

OBJECTIVE

To draw the attention of a younger audi-

ence, who haven’t developed the habit of

visiting wineries and cellars.

FROM THE

IMAGES OF WINE

BOTTLES AGING

IN CELLARS, WE

EXTRACTED THE

SIMPLE AND

YET VISUALLY

IMPACTFUL FORM

OF THE BRAND.

Cavist | Raf Design Branding

RESULT

From the images of wine bottles aging in cellars, we extracted the simple and yet

visually impactful form used in the logo. Therefore, hues of gray were used to

express the classic, the qualitative and the sophisticated. The symbol representing

the bottles received a combination of strong colors reminiscent of elegant envi-

ronments, similar to the wineries; and of livelier (orange, green and purple) colors

in different combinations to represent, in an indirect manner, the varied wine and

sparkling wine brands offered in the store’s vast and select portfolio.

KMC | Raf Design Branding

OBJECTIVE

To create and promote the new brand, as well as its products and

services, in an optimized and attractive manner using a product

kiosk model. In addition to 42 exclusive colors, the portfolio offers

a list of products specially developed for hand care and beauty

treatments, such as moisturizers, sanitizers and polish drying

sprays. Time is a great ally for the brand, which offers a quick

spa and an express nail service that only takes 15 minutes. The

brand’s great differentiating factors are quality, convenience and

practicality.

RESULT

We sought inspiration to build the brand in the very act of painting

fingernails and in the nail polish itself. Whether it is represented by

the typography or by the icon, which embodies the entire context.

The brand’s colors provide a modern character and a contemporary

positioning that is in line with the main trends of the international

fashion market.

KMC | Raf Design Branding

CHALLENGE

The Natural Monument of the Cagarras Island (MoNa

Cagarras) is the first Full Area of Preservation (AP)

of the Brazilian Navy in the city of Rio de Janeiro,

established on April 13, 2010. It is extremely important

because it contributes to decreasing the degradation

in the region’s ecosystems, which are affected by

pollution and a lack of environmental education among

its visitors. The MAR ADENTRO INSTITUTE conceived

the ILHAS DO RIO project and received funding from

PETROBRAS through the PETROBRAS AMBIENTAL

program, in partnership with the largest education

and research institutions in Rio Janeiro, as well as

several entities from public and private sectors and

members of society.

The project is of great relevance, as it will provide the

basis for the efficient management of the AP, appreci-

ating the traditional knowledge inherent in the fishing

communities, evincing the need to make sustainable

use of natural resources, increasing awareness among

the general population to support conservation mea-

sures and encouraging conscientious forms of tourism.

OBJECTIVE

To create, develop and track the project’s visual

identity in its various applications – from branding

and stationary to educational materials, to giveaways,

to fleet decoration and materials to help identify

underwater species.

Ilhas do Rio | Raf Design Branding

RESULT

After the project’s successful launch, with its first cycle

taking place in 2012/2013, we had the opportunity

to continue participating when the sponsorship was

renewed for 2014/2015.

Ilhas do Rio | Raf Design Branding

Raf Design POP & Merchandising

POP & MerchandisingA SEGMENT THAT HAS ITS MAIN FOCUS ON THE POINTS OF SALE AS THE STAGE FOR

WINNING OVER THE CONSUMER AND FIGHTING THE COMPETITION. WE WORK IN THE

DEVELOPMENT NOT ONLY OF PROMOTIONAL MATERIALS, BUT ALSO OF AN ENTIRE BRAND

PRESENTATION SCENARIO, INCLUDING EXCLUSIVE DISPLAY PROJECTS THAT ARE ALIGNED

WITH THE PRODUCT’S STRATEGY AND POSITIONING.

Raf Design

MERCHANDISING E POP

POP & Merchandising

Raf Design

DISPLAYS

POP & Merchandising

Raf Design

DISPLAYS

POP & Merchandising


OBRIGADO!

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