RAFDESIGN - PORTFOLIO 2014 - ENGLISH VERSION

Raf Design Introduction
Portfolio 2014

A RAF
WE ARE A BRANDING, PACKAGING AND STRATEGY AGENCY.

Raf Design IntroductionRaf Design

Raf DesignRaf Design
WE DEVELOP BRAND
PERSONALITIES
AND CREATE VALUE
BY THINKING
SOLUTIONS THAT
ARE VISUALLY AND
FUNCTIONALLY
SURPRISING,
DESIGNED TO
CAPTIVATE THE
CONSUMER,
GENERATE
RESULTS FOR OUR
CLIENTS AND GAIN
ADMIRATION IN THE
MARKET.
Introductions

Raf Design
WE BUILD AN
INDIVIDUAL
RELATIONSHIP WITH
CLIENTS BASED ON
SURPASSING THEIR
EXPECTATIONS,
AND AN IN-DEPTH
KNOWLEDGE OF THEIR
OBJECTIVES.
Introductions

Raf DesignRaf Design Coolhunting
COOLHUNTING–
THE SCIENCE OF
ANTICIPATING
BEHAVIORS,
DISTINGUISHING
BETWEEN THE
FLEETING AND THE
LASTING, IS USED TO
HELP OUR CLIENTS
UNDERSTAND FUTURE
TRENDS, THAT WILL
BE THE KEY DRIVERS
FOR PURCHASES AND
BRAND ASSOCIATIONS.

MOCKUP – IN ORDER
TO ENSURE A FINAL
PRODUCT FREE OF
SURPRISES, LEGIBILITY
ISSUES, COLOR FLAWS,
“METALLIC” EFFECTS
OR OTHER PROBLEMS,
WE USE A MOCKUP
TO CREATE EXACT
REPRESENTATIONS OF
THE DELIVERABLES,
SUPPORTING A MUCH
MORE ASSERTIVE
DECISION MAKING
PROCESS.
Mockup

Raf Design Brands of Success
And, at RAFdesign, they tell a 10-year-old history
of inspiration, involvement and hard work, based
on a unique client relationship.
VISUALLY REPRESENT A
PERCEPTION. EXPRESS AN
ESSENCE. CREATE VALUE
AND IDENTITY.
BRANDS CONNECT,
PROVIDE MEANING.

Raf DesignRaf Design Packaging Design
Packaging Design
WE BELIEVE THAT, MORE THAN PROPERLY PACKING A PRODUCT, THE PACKAGING
PRESENTS THE PRODUCT IN ALL ITS DIMENSIONS, EMBODYING ITS ATTRIBUTES
BY MEANS OF COLORS, SIGNS, MATERIALS, FORMS AND TEXTURES. PACKAGING
GOES BEYOND THE WRAPPING. IT PROVIDES MOVEMENT, IMPACTS BEHAVIORS
AND CAN INFLUENCE THE WAY AN ENTIRE CATEGORY IS CONSUMED.

CHALLENGE
To assess and measure the current perception of
Natura Plant in the Brazilian market, identifying
critical issues and those in need of attention, as well
as to define a strategy that will allow us to redesign
the brand and label in order to grow in the short
and mid terms.
OBJECTIVE
To build a new brand identity, taking into consideration
its positioning, which associates two apparently
opposing universes: nature vs. technology – products
that are perceived as for daily use but that can also be
perceived as more efficient, intense and longer lasting.
Natura Plant | Raf Design Packaging Design

THE ENTIRE PROJECT WAS BASED ON
THE CARE AND ATTENTION GIVEN TO
HIGHLY DETAILED ILLUSTRATIONS OF
THE ACTIVE INGREDIENTS
PLANT
EVOLUTION
300ml
CACHOSMARCANTES
RIZOSSOBRESALIENTES
shampoo•shampoo
bem modelado,
bem brilhante
bien marcado,
bien brillante
Óleo de
Macadâmia
Aceite de
Macadâmia
300
CACHOSMARCANTES
RIZOSSOBRESALIENTES
shampoo•shampoo
bem modelado,
bem brilhante
bien marcado,
bien brillante
Óleo de
Macadâmia
Aceite de
Macadâmia
300ml
CACHOSMARCANTES
RIZOSSOBRESALIENTES
shampoo•shampoo
bem modelado,
bem brilhante
bien marcado,
bien brillante
Óleo de
Macadâmia
Aceite de
Macadâmia
Natura Plant | Raf Design
Bronze Trophy at
the ABRE Brazilian
Packaging Awards.
RESULT
It was a long process, but change was thorough.
The entire project was based on the care and attention
given to highly detailed illustrations of the active
ingredients, in addition to a color palette developed
especially for the relaunch. The line now focuses on
hair care – and not just on cleaning – with 32 products
classified into eight lines that meet the various hair
care needs: reparative moisturizing, shine and softness,
oiliness control, deep cleaning, post-treatment
revitalizing, remarkable curls, straight and loose,
and vivid color.
Packaging Design

Natura Plant | Raf Design Packaging Design

CHALLENGE
To create new labels to the “Óleos Trifásicos de
Natura Ekos”, evolving from descriptive labels to
visual representations of the products, emphasizing
their contents.
OBJECTIVE
To reveal all the beauty of the oils as well as the
interaction between the different densities of the
liquids that do not mix in the bottle, but are absorbed
by the skin in a combined form.
RESULT
The labels were resized, reducing the interference
in the visibility of the liquid. The three phases of
the product are represented by three colors with
transparency effects, promoting an interaction of
the label not only with the oil but also with the
steps of use.
Natura EKOS | Raf Design Packaging Design

Natura EKOS | Raf Design
CHALLENGE
To create new labels to the “Óleos Trifásicos de
Natura Ekos”, evolving from descriptive labels to
visual representations of the products, emphasizing
their contents.
OBJECTIVE
To reveal all the beauty of the oils as well as the
interaction between the different densities of the
liquids that do not mix in the bottle, but are absorbed
by the skin in a combined form.
RESULT
The labels were resized, reducing the interference
in the visibility of the liquid. The three phases of
the product are represented by three colors with
transparency effects, promoting an interaction of
the label not only with the oil but also with the
steps of use.
Packaging Design

Natura EKOS | Raf Design Packaging Design

Elseve | Raf Design
OLD PACK
CHALLENGE
Brazil is the largest perfume market in the world
and it is second in sales of hair care products,
effectively redefining, along with China, the
international outlook for the industry.
A global sales success, the brand Elsève from L’Oréal
Paris recently realized it needed to completely
renovate its product line, from the shape of its
bottles to a modernization of its label layouts.
OBJECTIVE
Our goal was to use the expertise of our mockup
and colors development team to graphically explore
surprising and unique results for the labels in all of
the line’s products.
Packaging Design

NEW PACK
Elseve | Raf Design Packaging Design

Elseve | Raf Design
RESULT
The company’s results reflected the great consumer preference for the renovated line, with a 14.7% increase in
year-to-year revenue, about 3 times greater than the company’s results in other markets.
The strong performance was driven mostly by higher shampoo and conditioner sales, especially the Quera Liso.
Launched in April, Quera Liso was the company’s first product specifically developed for the Brazilian market,
in answer to a consumer demand for longer lasting straight hair.
Packaging Design

“WITH ALL THE ACTIONS IMPLEMENTED,
IN JUST FOUR MONTHS THE PRODUCT
REACHED A 10% MARKET SHARE
IN THE REGION.”
bí-o | Raf Design
CHALLENGE
Garnier needed to include
a new segment in its
product portfolio:
deodorants. It’s an
US$ 8 Billion a year
segment in Latin America.
OBJECTIVE
A project using innovative
colors and a format that is
completely different from
the competition. In addition
to creating the roll-on and
spray product packaging
for the Garnier Bi-O
deodorant, we were
responsible for concep-
tualizing and creating the
merchandising materials
that had a strong visual
impact at the point
of sales.
RESULT
“With all the actions imple-
mented, in just 4 months
the product reached a
10% market share in the
region,” explains Oliver
Blayac, the brand’s
development director.
Packaging Design

Natuderm | Raf Design
CHALLENGE
To redesign and introduce to the
public the cosmetics brand that was
carefully developed to treat and protect
the skin of Brazilian women. The
formulas were prepared by pharma-
cist Eliane Magalhães, an expert in
dermocosmetics who, since 1986, has
been working with the most renowned
plastic surgeons and dermatologists in
Brazil through Natuderm, a traditional
compounding pharmacy in Leblon,
Rio de Janeiro.
OBJECTIVE
To visually translate the product’s
benefits that are desired by consumers.
To enhance the consumer’s own
features and let them experience the
sensation of well being afforded by
the product.
The vibrational ions of the product
transmit a subtle energy to the body’s
fluids that resonates with the individual’s
vital force.
Packaging Design

Natuderm | Raf Design
BRAND EVOLUTION
RESULT
In order to underscore the launch, Natuderm introduced the Biovibra line, containing particles of opal that vibrate
in response to sound waves, stimulating the body’s cells and increasing production of collagen and elastin,
responsible for slowing skin aging and preventing and lessening the appearance of wrinkles and lines.
We use spirographic forms as a reference to the propagation of energy, as well as the brand, with the concept:
tradition, glamour and luxury.
In the launch, five products were introduced: Biovibra Serum Nobre, Biovibra Exfoliating cream, Biovibra
Triactive Tonic, Biovibra Biphasic Remover and Biovibra Mousse Soap.
Packaging Design

Raf DesignRaf DesignRaf Design
Branding
Branding
THE ESSENCE OF OUR WORK, IS THE BIRTH OF A SUPERNOVA, IN A PROCESS OF CREATION
THAT FIRST EXPANDS AND THEN FOCUS ON A VISUAL AND ACCURATE REPRESENTATION OF
WHATEVER THE CLIENT DREAMED FOR THEIR PRODUCT.

c.
Branding

Raf DesignRaf DesignRaf Design Branding

Raf DesignRaf DesignRaf Design
NUTRIÇÃO MÁXIMA, COR PERFEITA.NUTRIÇÃO MÁXIMA, COR PERFEITA.
Branding

Raf DesignRaf DesignRaf Design Brand Evolution
Brand Evolution
UPDATE VALUES AND CONCEPTS TO RE-ENERGIZE
AND REFRESH BRANDS UNDER A NEW VISION.

Raf DesignRaf DesignRaf Design Brand Evolution

Raf Design Brand Language and Expression
Brand Language and Expression
INSERTING THE BRAND INTO ITS UNIVERSE, INTERACTING WITH ELEMENTS
OF AMBIANCE, COMMUNICATION AND PROMOTIONAL RESOURCES, AMONG
OTHERS, TO REINFORCE CONCEPTS AND STRENGTHEN THE BRAND IDENTITY.

Silimed | Raf Design
Responsável Técnico: Louise Azevedo Alves - CRF 3417
AUTORIZ. / MS 101021-8
Obelis S. A.
Boulevard Général Wahis 53
1030 Brussels, BELGIUM
Tel: + (32) 2.732.59.54
Fax: + (32) 2.732.60.03
E-Mail: mail@obelis.net
0 - Rio de Janeiro / RJ - Brasil
OLD IDENTITY
CHALLENGE
Created in 1978, Silimed is the largest manufacturer
of silicone implants in South America, the number one
in sales in Brazil and the third largest in the world. The
company is 100% Brazilian owned and has the largest
and most diversified product line for plastic surgery,
exporting to more than 75 countries across the
five continents. With such enterprising success, the
company asked RAFdesign to develop the company’s
new market positioning communications.
OBJECTIVE
With the company participating in several fairs and
industry events around the world and with competi-
tion increasing in countries like the U.S., the project
aimed at presenting a strong concept, that would
be recognized both in Portuguese and the other
major languages (English, French and Spanish).
Additionally, the visual strategy was based on asso-
ciating the brand to beautiful male and female forms
engaged in delicate dance moves; this humanized
the company’s communication and broke away from
the “traditional” models that previously followed an
imagery that was common to the competition’s, both
locally and internationally.

CURRENT IDENTITY
CHALLENGE
OBJECTIVE

THE VISUAL STRATEGY WAS BASED ON
ASSOCIATING THE BRAND TO BEAUTIFUL MALE AND
FEMALE FORMS ENGAGED IN DELICATE DANCE MOVES
CHALLENGE
OBJECTIVE

RESULT
In a great launch event, with the entire sales force and
representatives from main domestic and international
clients, we introduced all of the pieces with an inno-
vative visual platform. In addition to introducing the
new brand concept, we managed to unify all portfolio
pieces, creating a clean, sophisticated and easy to
understand information hierarchy.
WE INTRODUCED THE
NEW BRAND CONCEPT,
CREATING A CLEAN,
SOPHISTICATED AND
EASY TO UNDERSTAND
INFORMATION HIERARCHY

CAVIST
Processo Criativo
Conceito / Inspiração
CAVIST
Processo Criativo
CAVIST
Processo Criativo
EVOLUTION OF THE CAVIST SYMBOL
Cavist | Raf Design Branding
“IN ORDER TO POSITION THE CAVIST BRAND
BETWEEN TRADITIONAL AND MODERN,
WE HAD TO BE DARING AND CHANGE THE
BRAND’S IMAGE COMPLETELY”
Janine Sad - partner
CHALLENGE
To create a new brand in Rio de
Janeiro’s wine and food market that
would be strong and independent.
Based on that briefing, we developed
the branding and naming project for
CAVIST. In France, “caviste” is the word
that describes the small, independent
wine vendors. According to tradition,
a good caviste will personally pick up
the wines at the wineries, bring back
news and ensure the quality and origin
of each bottle. In Brazil, Cavist is much
more than a word. It’s a mix of wine
collection and restaurant, a space where
people can be comfortable, celebrate
life and enjoy good times.
OBJECTIVE
To draw the attention of a younger audi-
ence, who haven’t developed the habit of
visiting wineries and cellars.

FROM THE
IMAGES OF WINE
BOTTLES AGING
IN CELLARS, WE
EXTRACTED THE
SIMPLE AND
YET VISUALLY
IMPACTFUL FORM
OF THE BRAND.
Cavist | Raf Design Branding
RESULT
From the images of wine bottles aging in cellars, we extracted the simple and yet
visually impactful form used in the logo. Therefore, hues of gray were used to
express the classic, the qualitative and the sophisticated. The symbol representing
the bottles received a combination of strong colors reminiscent of elegant envi-
ronments, similar to the wineries; and of livelier (orange, green and purple) colors
in different combinations to represent, in an indirect manner, the varied wine and
sparkling wine brands offered in the store’s vast and select portfolio.

KMC | Raf Design Branding
OBJECTIVE
To create and promote the new brand, as well as its products and
services, in an optimized and attractive manner using a product
kiosk model. In addition to 42 exclusive colors, the portfolio offers
a list of products specially developed for hand care and beauty
treatments, such as moisturizers, sanitizers and polish drying
sprays. Time is a great ally for the brand, which offers a quick
spa and an express nail service that only takes 15 minutes. The
brand’s great differentiating factors are quality, convenience and
practicality.
RESULT
We sought inspiration to build the brand in the very act of painting
fingernails and in the nail polish itself. Whether it is represented by
the typography or by the icon, which embodies the entire context.
The brand’s colors provide a modern character and a contemporary
positioning that is in line with the main trends of the international
fashion market.

CHALLENGE
The Natural Monument of the Cagarras Island (MoNa
Cagarras) is the first Full Area of Preservation (AP)
of the Brazilian Navy in the city of Rio de Janeiro,
established on April 13, 2010. It is extremely important
because it contributes to decreasing the degradation
in the region’s ecosystems, which are affected by
pollution and a lack of environmental education among
its visitors. The MAR ADENTRO INSTITUTE conceived
the ILHAS DO RIO project and received funding from
PETROBRAS through the PETROBRAS AMBIENTAL
program, in partnership with the largest education
and research institutions in Rio Janeiro, as well as
several entities from public and private sectors and
members of society.
The project is of great relevance, as it will provide the
basis for the efficient management of the AP, appreci-
ating the traditional knowledge inherent in the fishing
communities, evincing the need to make sustainable
use of natural resources, increasing awareness among
the general population to support conservation mea-
sures and encouraging conscientious forms of tourism.
OBJECTIVE
To create, develop and track the project’s visual
identity in its various applications – from branding
and stationary to educational materials, to giveaways,
to fleet decoration and materials to help identify
underwater species.
Ilhas do Rio | Raf Design Branding

RESULT
After the project’s successful launch, with its first cycle
taking place in 2012/2013, we had the opportunity
to continue participating when the sponsorship was
renewed for 2014/2015.
Ilhas do Rio | Raf Design Branding

Raf Design POP & Merchandising
POP & Merchandising
A SEGMENT THAT HAS ITS MAIN FOCUS ON THE POINTS OF SALE AS THE STAGE FOR
WINNING OVER THE CONSUMER AND FIGHTING THE COMPETITION. WE WORK IN THE
DEVELOPMENT NOT ONLY OF PROMOTIONAL MATERIALS, BUT ALSO OF AN ENTIRE BRAND
PRESENTATION SCENARIO, INCLUDING EXCLUSIVE DISPLAY PROJECTS THAT ARE ALIGNED
WITH THE PRODUCT’S STRATEGY AND POSITIONING.

Raf Design
MERCHANDISING E POP
POP & Merchandising

Raf Design
DISPLAYS
POP & Merchandising

OBRIGADO!
www.rafdesign.com.br | 21.2236.6410 | contato@rafdesign.com.br

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