{"id":11149,"date":"2023-01-23T12:00:43","date_gmt":"2023-01-23T15:00:43","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?post_type=projets&p=11149"},"modified":"2023-05-25T17:37:59","modified_gmt":"2023-05-25T20:37:59","slug":"raizes-do-campo","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/cases\/raizes-do-campo\/","title":{"rendered":"Ra\u00edzes do Campo: Rela\u00e7\u00f5es saud\u00e1veis que nutrem o mundo"},"content":{"rendered":"\t\t
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Gerar e distribuir valor de forma mais justa para toda a cadeia produtiva sob o modelo de agroecologia. Foi assim que os s\u00f3cios da Ra\u00edzes do Campo nos procuraram, e o projeto de branding que constru\u00edmos a partir da\u00ed foi integralmente pensado para contar as cren\u00e7as e o prop\u00f3sito do rec\u00e9m lan\u00e7ado projeto – um neg\u00f3cio inovador, inclusivo e por isso, inspirador.<\/p>

Para construir a estrat\u00e9gia e o posicionamento da Ra\u00edzes do Campo, tivemos primeiro que dar um passo pra tr\u00e1s para entender o conceito de Agroecologia:<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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AGROECOLOGIA<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Modelo de agricultura que vai al\u00e9m do plantar e colher alimentos, inclui tamb\u00e9m uma atua\u00e7\u00e3o mais ampla. Significa seguir princ\u00edpios ecol\u00f3gicos, ser socialmente justa, eticamente correta, inclusiva, economicamente vi\u00e1vel e valorizar as fam\u00edlias de agricultores do campo.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n \"\"\n <\/div>\n <\/div>\n \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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O neg\u00f3cio da Ra\u00edzes do Campo tem uma proposta arrojada: oferecer alimentos saud\u00e1veis fazendo a ponte entre quem produz e quem consome, com intuito de ser agente de valor para uma cadeia produtiva mais justa, sustent\u00e1vel e saud\u00e1vel.<\/p>

A partir da defini\u00e7\u00e3o dos valores fundamentais da marca – agroecologia como princ\u00edpio, vis\u00e3o de um mundo mais sustent\u00e1vel, equil\u00edbrio ao longo da cadeia e valoriza\u00e7\u00e3o das pessoas – desenvolvemos juntos o prop\u00f3sito, valores, personalidade e ess\u00eancia da marca Ra\u00edzes do Campo.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Na identidade verbal, criamos o Brand voice, com tom de voz, manifesto e storytelling da marca. E um grande desafio foi criar a express\u00e3o do prop\u00f3sito para os diferentes elos da cadeia, de modo a dar conta da diversidade dos p\u00fablicos (produtores, cooperativas, varejo, consumidor final, al\u00e9m de colaboradores e investidores), com mensagem-chave e objetivos de comunica\u00e7\u00e3o bem definidos.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Quanto \u00e0 identidade visual, o equil\u00edbrio foi o fio condutor, alinhado ao conceito de ciclo cont\u00ednuo de regenera\u00e7\u00e3o do planeta atrav\u00e9s de alimentos saud\u00e1veis e rela\u00e7\u00f5es de produ\u00e7\u00e3o mais justas. O logotipo traz elementos que representam as pessoas envolvidas na cadeia e suas rela\u00e7\u00f5es. O gestual e a paleta de cores real\u00e7am a energia, com cores vivas e texturas inspiradas na natureza e no que da terra.<\/p>

Al\u00e9m de conectar cooperativas de agricultores e camponeses ao varejo tradicional, a Ra\u00edzes do Campo atua como consultora na estrutura\u00e7\u00e3o de cadeias produtivas e neg\u00f3cios agroecol\u00f3gicos.\u00a0Oferece, ainda, uma linha de produtos pr\u00f3prios com alimentos duplamente saud\u00e1veis \u2013 pois al\u00e9m da qualidade de origem, s\u00e3o produzidos em uma cadeia inteiramente saud\u00e1vel. Uma cadeia baseada em processos que geram valor para as fam\u00edlias agricultoras, levando em conta princ\u00edpios ecol\u00f3gicos, culturais e econ\u00f4micos.<\/p>

No verso das embalagens inserimos a espiral do produto agroecol\u00f3gico, um sistema visual que explica de maneira simples e objetiva o novo conceito aos consumidores.\u00a0<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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\n\t\t\t\t\t\t\"Para a Ra\u00edzes do Campo sempre ser\u00e1 muito gratificante contar com a compet\u00eancia da CBA B+G. Ver a dedica\u00e7\u00e3o de toda a equipe para traduzir, com perfei\u00e7\u00e3o, a ess\u00eancia da nossa empresa em todos os materiais produzidos nos enche de orgulho. Sem d\u00favida temos a CBA B+G como um de nossos mais importantes parceiros.\"\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t
\n\t\t\t\t\t\t\t\tCarla Guindani<\/span>Diretora Geral de Ra\u00edzes do Campo<\/span><\/cite>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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<\/div>\n \t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","business_needs":[454],"industry":[802],"services":[550,748,750,812],"project_tags":[],"class_list":["post-11149","projets","type-projets","status-publish","hentry","business_needs-branding","industry-food","services-packaging-design","services-corporate-brand-identity","services-brand-guidelines","services-brand-strategy"],"acf":[],"lang":"pt","translations":{"pt":11149,"en":11457,"es":11463},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/11149","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets"}],"about":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/types\/projets"}],"version-history":[{"count":3,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/11149\/revisions"}],"predecessor-version":[{"id":15895,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/11149\/revisions\/15895"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/media?parent=11149"}],"wp:term":[{"taxonomy":"business_needs","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/business_needs?post=11149"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/industry?post=11149"},{"taxonomy":"services","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/services?post=11149"},{"taxonomy":"project_tags","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/project_tags?post=11149"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}