Raizen Design & Branding RAÍZEN by Ana Couto Branding Rio De Janeiro


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Industry Energy & Water Utilities, Raw Materials & Minerals
Media Design & Branding
Market Brazil
Agency Ana Couto Branding Rio De Janeiro
Creative Director Danilo Cid
Released February 2011

Credits & Description

Category: Logo Design
Advertiser: RAÍZEN
Product/Service: GREEN ENERGY
Date of First Appearance: Feb 14 2011
Entrant Company: ANA COUTO BRANDING & DESIGN, Rio de Janeiro, BRAZIL
Chief Executive Officer: Ana Couto (Ana Couto Branding & Design)
Creative Director: Danilo Cid (Ana Couto Branding & Design)
Branding Director: Cristiane Gonzalez (Ana Couto Branding & Design)
Design: Fernanda Salgado (Ana Couto Branding & Design)
Design: Hugo Rafael (Ana Couto Branding & Design)
Design: Betina Cupello (Ana Couto Branding & Design)
Branding: Renato Winnig (Ana Couto Branding & Design)
Branding: Natalia Toledo (Ana Couto Branding & Design)
Media placement: Brand Launching - Brazil - 14 February, 2011

Describe the brief from the client
Shell and Cosan have formed a joint venture, the goal of which is to offer the world a new source of clean energy: ethanol. The brief was to create the name and the brand for this new company, which would become one of the major companies in Brazil.

Describe the challenges and key objectives
Our challenge was to build the green energy and global brand, highlighting the stories of Shell and Cosan, and to settle on a proprietary name and visual elements that would differentiate the company in the market, while emphasizing its pioneering traits and Brazilian nature. Then we had to develop a new corporate culture, combining two different cultures into one common purpose. The job of Branding needed to ensure that it had local personality and global charisma.

Describe how you arrived at the final design
The brand Raizen was created to express differentiation and distinction, synonymous with a new production and distribution era of global energy. Raizen means the new roots of energy. Purple is the colour of ripe sugar cane, the raw material of the business, and its simple typography stresses the “z” of the brand as a symbol of power. It represents highest performance, even if not applicable to the logo brand. This is energy raised to the power of Raízen. Energy raised to its maximum power.

Give some indication of how successful the outcome was in the market
Launched in February of 2011, the new company is betting on the growth of international sales of ethanol. In the words of its president, Vasco Dias, “The plan is to consolidate sugar cane ethanol as an international commodity”. And Raízen is an exact reflection of this objective. It is green energy. From Brazil to the world.