Sustainea is the new joint venture between Braskem and Sojitz that came to rethink the market for PET bottles, fabrics and others through the production of Bioglycols, renewable chemicals formulated with innovative technology. With global operations, the company has the ambition to provide renewable raw materials and accelerate the sustainable commitments of its customers and partners.
Sustainea is a highly strategic project, during which our teams worked together to outline the scope of the offering, idealize its brand fundamentals and its differentiators, and create the complete identity of the new company. All the great results came from learning accumulated over an extensive journey around renewable solutions.
Transforming the world with plant-based raw materials
We used brand pulse®, a proprietary tool of CBA B+G, to define the major pillars of the brand and its purpose. Through the mapping of BtoB competitors, we made a positioning recommendation, that is, how the company should position itself with its various stakeholders.
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Technology and fluidity
From the new strategy, we came up with a disruptive visual concept within its category, matching the brand’s mission and capable to touch hearts. The co-creation process counted on the participation of the project’s marketing leaders in all stages, to achieve a brand of global expression.
The concept of “fluid innovation” guided the creation of naming, visual identity and tone of voice. Sustainea highlights its ambition to play a major role in sustainable innovation, reinforced by the moving shapes and lettering in the logo. The plates and textures are strong references to the high-tech world, softened by the pastel color palette, which brings lightness to the subject.