As the pet food market grows every year, there is a proportional increase in demand for a food that provides a balanced diet that uses quality ingredients. In the release of the Revena range to Brazil, Purina attempted to capitalise on this rapidly developing market.
The brand was a new direction for Purina to take and thus, CBA were invited to build up the brand from scratch. The name, identity, positioning and communication had to be fresh and innovative. The challenge was to simultaneously convey the passion that Purina had for the market, emphasise their understanding of nutrition, and show that that the product was fundamentally still Brazilian.
In Brazil, life is a rich tapestry of diversity and, despite this eclectic mix of culture, pride in national identity is a large part of everyone’s lives. In light of this, Brazilian character was an inspiration and the brand’s persona was designed around some recognisable national features.
The brand’s colour palette was derived from the flower ‘Flor do Paraíso’; the attractive blue gave the range a premium quality. The chosen name ‘Revena’ was derived from the words ‘renascer’ and ‘renovar’ which mean ‘reborn’ and ‘renovate’ respectively. All communications were branded with a Mandala icon that originates from Buddhist beliefs and personifies balance and equilibrium. Alongside the symbol sat the tagline ‘O Equilibrio Está na diversidade’ which translated to ‘Balance is in diversity’. The pairing of these two symbols of balance and equilibrium helped to establish that ultimately the brand could be trusted to provide a balanced diet and also that the product embodied the Brazilian principles of variety and change.