CREATION OF THE GRUPO BOTICÁRIO BRAND by Futurebrand for Fundacao Grupo Boticario

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CREATION OF THE GRUPO BOTICÁRIO BRAND

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Industry Makeup, Perfumes
Media Design & Branding
Market Brazil
Agency Futurebrand
Released March 2010

Credits & Description

Category: Logo Design
Advertiser: GRUPO BOTICÁRIO
Product/Service: BEAUTY INDUSTRY
Agency: FUTUREBRAND SAO PAULO
Date of First Appearance: Mar 22 2010
Entrant Company: FUTUREBRAND SAO PAULO, BRAZIL
: FutureBrand Team (FutureBrand)
Media placement: Brand's Launch Event - Grupo Boticário's - March 22, 2010.

Describe the brief from the client
To deal with the continuous growth of its brand, the current strategy for growth and expansion of the business, it was necessary to create for a group for O Boticário that embraced all its brands – consumer, initiative, internal and others.

Describe the challenges and key objectives

The challenge was to create a strong, significant and sufficiently elastic brand to take in all the existing and future initiatives, as well as to express important O Boticário attributes, its most recognised brand, and to make it more competitive. To this end, an extensive project was developed involving strategy, brand architecture and a complete visual identity project.

Describe how you arrived at the final design
The Boticario Group brand has a direct association with its origin, an organisational culture that stands out in the history of Brazilian entrepreneurship. The design stems from a spiral, based on the golden ratio – present in natural forms, and since antiquity a reference in beauty. The movement of the outlines shows the continuous evolution and the transparency suggests the presence of light that accompanies the Group’s growth and guides its values. The name in lower case letters denotes proximity. With simple, contemporary typography the brand gains singularity in the differentiated design of the letter “g” and the letter “a.”

Give some indication of how successful the outcome was in the market
With the essential values of its brand better known, Boticario Group today encompasses – besides O Boticário itself – initiative brands and a new consumer brand – Eudora – mainly for direct sales.
Recognised both for the innovative quality of its products and services and for the management of its distribution network which has established a paradigm for the franchising sector, today the Boticario Group has a presence throughout Brazil and in 10 countries - and it is the largest perfumery and cosmetics franchise in the world.