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Rebranding Benassi

Step 1: Analysis and Planning

Objective: Reimagine the Benassi SP brand, focusing on improving its visual identity and communication strategy.
Analysis: Conduct an in-depth study of the company’s mission and values, as well as define the target audience.
Strategic Planning: Set the project goals, such as modernizing the brand’s identity and creating a genuine connection with consumers.

Step 2: Redefining the Brand Strategy

Understanding the Brand: Ensure the new identity aligns with the essence and objectives of Benassi SP.
Brand Positioning: Define how the brand should position itself in the market to attract new consumers and reinforce its presence in established markets.

Step 3: Developing the New Branding

Logo: Modernize the logo, bringing a more contemporary design that aligns with the brand’s essence.
Brand Book: Redesign the entire brand book, including guidelines for brand applications across various formats and materials.
Typography and Lettering: Create a refreshed lettering style and adjust the typography to ensure legibility and visual consistency.
Color Palette: Choose more attractive colors that represent the freshness and quality of the products, aligning with the brand’s concept.
New Visual Elements: Add new graphic elements that help communicate the identity in a more dynamic and modern way.

Step 4: Creating the Visual Identity

Modern and Dynamic Design: Develop a modern visual identity that is also engaging and resonates with the audience, reflecting freshness and natural qualities.
Nature Touch: Incorporate elements that evoke nature, reinforcing the connection to fresh products, especially from the garden.

Step 5: Implementing the New Branding

Practical Applications: Implement the new design across various communication platforms and materials, such as packaging, websites, social media, and print materials.
Testing and Validation: Conduct tests to ensure the new visual identity effectively communicates the brand and creates the desired connection with consumers.

Step 6: Launch and Follow-up

Rebranding Launch: Introduce the new visual identity to the public, focusing on emphasizing the freshness, quality, and modernity of the brand.
Monitoring and Feedback: Track the reception of the new branding, evaluate its impact on consumer perception, and make adjustments as needed.

Conclusion

The transformation of Benassi SP is a prime example of how a well-executed rebranding can revitalize a brand's image and build a stronger connection with consumers.

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Step 7: Development of Sub-Brands for Benassi SP

Objective: Create two sub-brands to market Benassi SP’s hortifruti and dried fruit products.
Sub-Brand Creation: Benassi requested the creation of two new brands that would align with the main brand while having their own unique identity and appeal in their respective markets.

Step 8: Brand Strategy and Positioning for Boa Roça and Brasilê

Boa Roça:
- Brand Essence: This sub-brand was created to represent the rustic and natural qualities of Benassi SP's fresh produce, emphasizing its connection with the land and local farming.
- Target Audience: Consumers who value sustainability, quality, and freshness from local farming.
- Positioning: Boa Roça stands for simplicity, freshness, and authentic farm-to-table products.
- Design: The visual identity for Boa Roça incorporates earthy tones, natural textures, and imagery that evoke the spirit of traditional farming. This helps reinforce the brand's authenticity and natural appeal.
Brasilê:
- Brand Essence: Brasilê was created to represent the premium and exotic qualities of Benassi SP’s dried fruit products, emphasizing the Brazilian heritage and the richness of flavors from the country's diverse nature.
- Target Audience: Health-conscious consumers and those seeking premium, exotic dried fruits with an emphasis on quality.
- Positioning: Brasilê stands for high-quality, exotic, and healthy dried fruit products, offering a taste of Brazil's natural treasures.
- Design: Brasilê’s visual identity incorporates vibrant colors, tropical motifs, and bold, modern typography to reflect the exotic nature of the brand and the premium quality of the products.

Step 9: Designing the Visual Identities for Boa Roça and Brasilê

Logo Design: Create distinct yet complementary logos for Boa Roça and Brasilê that align with Benassi SP’s core brand, while ensuring they stand out as independent identities.
- Boa Roça: The logo incorporates rustic, earthy elements like hand-drawn illustrations or textures that evoke the feeling of fresh, local produce.
- Brasilê: The logo uses bold, vibrant colors and sleek typography to represent the premium and exotic nature of the dried fruit products.
Color Palette:
- Boa Roça: Warm, earthy tones like greens, browns, and yellows that convey freshness and a connection with nature.
- Brasilê: Bright, tropical colors like vibrant oranges, reds, and yellows, along with contrasting deep greens, symbolizing the richness and exotic nature of the products.
Typography:
- Boa Roça: Choose simple, organic fonts that evoke a sense of tradition and authenticity.
- Brasilê: Use bold, modern fonts with a touch of elegance, reflecting the premium quality of the dried fruits.

Step 10: Brand Applications for Boa Roça and Brasilê

Packaging: Design packaging that reflects the essence of each sub-brand:
- Boa Roça: Packaging will feature earthy, rustic textures, simple illustrations, and natural materials, reinforcing the farm-fresh image.
- Brasilê: Packaging will have sleek, modern designs with tropical motifs, luxurious finishes, and premium materials that highlight the high-quality nature of the dried fruits.
Digital and Social Media:
- Develop a digital strategy to promote both brands online, ensuring that each brand’s personality and visual identity are maintained across platforms.

Step 11: Launch and Communication Strategy for the Sub-Brands

Launch Campaign: Plan a joint campaign for the introduction of Boa Roça and Brasilê, ensuring that both sub-brands are launched in a way that complements Benassi SP's main identity but also highlights their unique qualities.
Storytelling: Develop compelling narratives for both sub-brands that explain their origins, values, and how they are an integral part of Benassi SP’s overall brand vision.

Conclusion

With the creation of Boa Roça and Brasilê, Benassi SP now has two distinct sub-brands that can cater to different market segments. Boa Roça highlights the simplicity and authenticity of fresh, local produce, while Brasilê focuses on the premium, exotic qualities of dried fruits. These new sub-brands help Benassi SP expand its reach and effectively connect with new customer bases, all while staying true to the values and mission of the main brand.