Two brands, different audiences
After thoroughly understanding all business units, we decided to split product and corporate brands, to communicate with different stakeholders. The first major change was the reduction of the name Multilaser and the official creation of the Grupo Multi brand. The simplified name brought proximity and gave even more prominence to the portfolio of more than 6 thousand products.
Multi's technology core helped define the role of each brand, enabling a recommended architecture to facilitate the management of the group's portfolio and respond to the company's future expectations. With technology at the heart of the business, it was defined that Multi would be the great umbrella to endorse products, brands and future acquisitions in the tech segment; while other categories would be associated only with the corporate brand. This opened space for Multi to be positioned as a Brazilian tech company that democratizes access to the latest technology.
Grupo Multi, on the other hand, established its position as a fearless and versatile brand, which is always on the lookout for opportunities, seeking to reinvent itself.
Multitalented, Multicreative, Multiconnected
To differentiate the corporate brand from the product brand, we start from the idea that being multi is to always evolve. The “m” became a prominent element in the identity, with its shapes being the basis of the graphics that adapt to the pieces, expressing the flexibility of a company in constant evolution.
The color palette in shades of blue creates a connection with the product brand, but in less vibrant scales, bringing more sobriety to the corporate brand. Combined with the slightly brighter dark purple, it brings the necessary balance for a versatile brand that dialogues with different stakeholders. Just like a tone of voice that maintains the solidity of a confident brand, without losing its lightness.
Tech for everything and everyone. Multi-se! (Be Multi!)
Based on the tech concept for everything and everyone, we created the visual and verbal expressions of a democratic, attentive, humane and relaxed brand. With the simplified name, letter “m” became a prominent element in the identity, being used as a graphics and also an icon of the brand.
The typeface's curves reinforce the human side and the lightness of a brand that facilitates people's daily lives. Vibrant blue positions the company as a tech-oriented brand that presents the latest trends. Supplementary colors differentiate product segments and ensure more vivid expressions in communication and POS.
The tone of voice gained personality, talks about technology in a way that everyone understands and, through a more digital language, inspire Brazilians to have a more tech lifestyle.
More than packaging, an experience!
The identity was unfolded and came to life in the design of the packages, bringing the iconic “m” through graphics that make the Multi experience more proprietary.
The division of products became even clearer through the colors that were selected to represent each segment: home, health, care, tools.
The vibrant shades used were strategically chosen, and products gained prominence at the POS, generating immediate recognition by consumers.