Cellva was born to transform the way functional ingredients reach the market. In a sector not used to disruptions, the company brought a solution capable of combining scientific efficiency with sensorial experience. The challenge, however, was to make this innovation tangible: to communicate a sophisticated process without losing clarity and proximity, sparking the interest of investors, partners, and consumers.
We designed a strategy that positions Cellva as the new generation of ingredients: more efficient, reliable, and appealing. The vision is built on a simple principle: science only becomes relevant when it finds meaning in everyday life. This idea unfolded into clear values — tangible innovation, sensoriality as a differentiator, pragmatic sustainability, and transparency. The connection with the Amazon was also incorporated as a source of biodiversity and inspiration, reinforcing the brand’s identity as a bridge between biotechnology and natural heritage.
The visual identity reflects this fusion of precision and sensoriality: geometric shapes and graphic language inspired by scientific rigor coexist with colors, images, and textures that evoke pleasure and closeness. Verbally, the brand’s voice is clear and engaging, setting aside technical jargon to highlight concrete benefits such as stability, bioactivity, and less waste.
On the verbal level, we started from the concept “Nourish to Transform.” To nourish is to provide science, technology, and continuous support to clients and partners; to transform is the effect generated in their products, businesses, and consumer experiences. This cause-and-effect logic guides both the content — focused on clear benefits such as stability, bioactivity, taste, and waste reduction — and the tone of voice — simple, accessible, and engaging.
The result was a consistent and functional brand ecosystem, applied in two decisive points: the commercial pitch, which gave clarity and strength to the innovation message, and the website, which made the proposal accessible to different audiences. CoffeeCoa — a natural alternative to cocoa made from selected Arabica coffee with traceability and Fairtrade certification — became the icon of this narrative, condensing science, sustainability, and sensoriality into a single product.
With this new positioning, Cellva gained clarity, solidity, and inspiration to support its expansion. The brand not only built a foundation to conquer new markets but also began to reap results: at FISA 2025, the largest innovation event in ingredients in South America, among more than 170 entries that included giants such as BRF, JBS, Givaudan, and Ingredion, it won 1st place as the Most Innovative Ingredient in South America with CoffeeCoa, 2nd place as the Most Sustainable Ingredient, and 3rd place in Innovation with its Omega 3 encapsulation system. A recognition that reinforces the potential of this new brand to lead the future of nutrition.
