Salutem
BUPi platform enables territorial planning, values resources, and can help to prevent disasters like wildfires. Through eBUPi’s team, the project has expanded sustainably by putting citizens first, bridging governance and operation together for a lasting impact on the territory and, therefore, the environment.
Challenge
A transformative brand project aiming to renovate Salutem’s business positioning, create a refreshed look reflected in all brand expressions and maintain its relevance for years to come.
Outcome
Brand diagnosis and strategic recommendations for the new positioning; purpose definition and creation of an unique universe – verbal and visual wise – to be delivered through a final brandbook and final artwork of 41 SKUs.
Almost six years ago, we started an inspiring journey with BUPi. What was first an 11-month research and pilot project with ten municipalities now stands tall as a nationwide success, fully running on 144 out of 278 territories on the mainland — by the time you finish reading the case study, that number has likely changed.
Our role and goal
Define a new approach for the brand’s strategy that is able to extend possibilities within the brand reach.
Levering the brand trust and quality to design what will be more relevant for consumers tomorrow. Finding a proprietary and unexplored brand territory.
Levering the brand trust and quality to design what will be more relevant for consumers tomorrow. Finding a proprietary and unexplored brand territory.
Levering the brand trust and quality to design what will be more relevant for consumers tomorrow.
Develop a verbal and visual universe that expresses the new brand.
Build a brand in tune with the history of the company that refelcts the values perceived internally. Elevate the brand to a flexible system that extendes to all brand expressions.
Build a brand in tune with the history of the company that refelcts the values perceived internally. Elevate the brand to a flexible system that extendes to all brand expressions.
Approach
With a transparent approach, Salutem is positioned as the brand that delivers the best quality products for balanced eating habits, helps the indecisive and overwhelmed consumer make simple choices, and nourishes the consumer’s longevity by respecting their individual rhythms in each stage of their life.
Design Exploration
How can we express a post-demographic and innovative positioning that illustrates the brand’s future while maintaining codes that were part of Salutem’s legacy?
Logotype
Salutem’s brand system is inspired by the unique rhythm of each and everyone. The legacy line represents an invisible guideline for the positioning and transformation of the shapes that compose the brand system and acts as a visual metaphor for those individual rhythms since it can have multiple bends (the line can either be sharper or softer).
The shapes are hiper simplifications of Salutem’s visual context. Each product design takes advantage of the simplified shape of the main ingredient. The transformation along the line is also representative and/or inspired by the product itself, for example, every oat product uses a transformation between the simplified shape of an oat cob until the simplified shape of an oat flake.
Flexible Brand System
Salutem’s brand system is inspired by the unique rhythm of each and everyone. The legacy line represents an invisible guideline for the positioning and transformation of the shapes that compose the brand system and acts as a visual metaphor for those individual rhythms since it can have multiple bends (the line can either be sharper or softer).
The shapes are hiper simplifications of Salutem’s visual context. Each product design takes advantage of the simplified shape of the main ingredient. The transformation along the line is also representative and/or inspired by the product itself, for example, every oat product uses a transformation between the simplified shape of an oat cob until the simplified shape of an oat flake.
