After keeping the same visual identity for many years,

Soya challenged us

to add codes of good humor to the brand, without giving up its color code – the red – or the area of the logo, which facilitate its identification at the POP.

The responsibility was important: the brand is a leader in the soybean oil segment and has been in most Brazilian households for decades.

To understand the codes of good humor, we used the Limbic Process®. We presented a series of visual stimuli to the female consumer and thus reached the codes that not only touched them, but also conveyed the mood the brand wanted to build.

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