An affective revolution is born
We did a complete immersion to understand the context in which the new brand would be inserted, starting with interviews with the founders, analysis of potential competitors and benchmarks. We also interviewed experts in technology and social networks, sociology, and gastronomy to outline a different and deep horizon for the project.
With the findings, we developed attributes and values in tune with the nature of awareness and affection that the brand wanted to convey. Through positioning, we started an affective revolution that would have its roots in food education and change in the habits of everyone who wants a more balanced life, always keeping a non-radical approach that favors the characteristics and desires of each client.
Naturally balanced expressions
The name was the starting point to create a brand with natural awareness. Thus was born the neologism Natma, which is a mixture between nature, symbolized by the radical “nat” with “atma” - a Sanskrit word that means soul and life principle. We then brought the combination that gave birth to the name that resonates well-being and balance.
Natma's logo, with its organic forms inspired by bonds and roots, refers to the connection that the brand makes between people and a more natural life. It also alludes to the Sanskrit writing, which inspired the creation of the name. We selected pastel colors that refer to nature and help create an organic atmosphere, without excesses and balanced. Icons and patterns with simplified and organic shapes make up the visual universe, bringing a handmade aspect, combined with a photographic guideline with a strong appeal in flavor and people.
For the tone of voice, we created a loose, light, easy-to-understand communication, full of affection and with hints of good humor.
