{"id":16010,"date":"2023-09-24T09:30:31","date_gmt":"2023-09-24T12:30:31","guid":{"rendered":"https:\/\/cba-design.com\/latam\/?post_type=projets&p=16010"},"modified":"2023-12-01T13:20:39","modified_gmt":"2023-12-01T16:20:39","slug":"qualy","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/cases\/qualy\/","title":{"rendered":"Transformando Qualy em uma love brand"},"content":{"rendered":"\t\t
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Qualy, que vem construindo uma trajet\u00f3ria consistente h\u00e1 mais de 30 anos, j\u00e1 \u00e9 a marca de margarina preferida dos brasileiros e n\u00e3o quer parar por a\u00ed. A sua pr\u00f3xima conquista? Abra\u00e7ar seu papel de love brand<\/i>\u00a0e ampliar sua oferta, buscando atender \u00e0s necessidades do seu consumidor em diversas ocasi\u00f5es e categorias.<\/p>

Para construir a sua nova hist\u00f3ria, Qualy contou com nosso apoio estrat\u00e9gico e nossa expertise em branding e design do come\u00e7o ao fim. Depois de estabelecer diretrizes claras para a marca, reorganizamos sua arquitetura de portf\u00f3lio, refizemos a identidade das linhas existentes e desenhamos a de poss\u00edveis extens\u00f5es que podem ser lan\u00e7adas no futuro.<\/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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Vis\u00e3o estrat\u00e9gica e prop\u00f3sito ressignificado <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Primeiro, refletimos: o que constitui uma\u00a0love brand<\/i>? Estamos falando de marcas que t\u00eam um olhar sens\u00edvel sobre o seu consumidor, conseguindo desenvolver uma liga\u00e7\u00e3o t\u00e3o emocional, quase \u00edntima, que ele adota um comportamento de f\u00e3. Ou seja, ser uma love brand<\/i> \u00e9 sobre transcender o seu papel comercial de tal forma que o consumidor passa a se identificar com os valores e as cren\u00e7as da marca.<\/p>

A partir da\u00ed, consolidamos a vis\u00e3o estrat\u00e9gica da marca atrav\u00e9s de oito posturas que ela deve assumir para conquistar esse lugar. Uma investiga\u00e7\u00e3o minuciosa e profunda nos levou a ressignificar o atual prop\u00f3sito, potencializando o que move a marca e ampliando o seu impacto positivo no mundo e nas pessoas.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Dessa forma, tr\u00eas compromissos com a sociedade foram inclu\u00eddos na estrat\u00e9gia da marca, que refletem iniciativas j\u00e1 existentes e outras ainda em constru\u00e7\u00e3o:<\/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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*Atrav\u00e9s da sua parceria com eureciclo<\/strong> (venha conhecer mais<\/a> sobre a entidade que tamb\u00e9m \u00e9 nossa parceira), Qualy hoje \u00e9 a primeira marca de margarina a compensar 100% das embalagens no Brasil, al\u00e9m de todas serem recicl\u00e1veis e reutiliz\u00e1veis.<\/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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Nova arquitetura e cria\u00e7\u00e3o das submarcas <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Para definir a nova arquitetura de marca, fizemos uma extensa jornada que incluiu uma investiga\u00e7\u00e3o profunda na categoria, um Squad Lab (nosso laborat\u00f3rio de prototipagem colaborativo) com a Qualy, e uma pesquisa quantitativa para validar as hip\u00f3teses com consumidores.<\/p>

Uma vez estabelecido o conceito de \u201cspreadability\u201d (derivado de \u201cspread\u201d, espalhar) como fio condutor \u2013 em refer\u00eancia \u00e0 cremosidade que s\u00f3 a marca oferece e ao seu prop\u00f3sito, reorganizamos a oferta, desenhamos uma estrat\u00e9gia de portf\u00f3lio para fortalecer os atributos Qualy e, assim, construir os novos atributos essenciais nessa jornada. As novas submarcas, que incluem novidades al\u00e9m de spreads, ir\u00e3o ser introduzidas gradualmente aos consumidores.<\/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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Identidade renovada para espalhar o melhor de Qualy <\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Com prop\u00f3sito, personalidade, valores e arquitetura bem definidos, fomos para a renova\u00e7\u00e3o de toda a identidade da marca m\u00e3e. A proposta mais \u201cclean\u201d e mais contempor\u00e2nea conta com o efeito de margarina espalhada que est\u00e1 presente nas diversas aplica\u00e7\u00f5es da marca. O novo tom de voz traz uma express\u00e3o de marca mais acolhedora e otimista. O logo foi modernizado para aparecer de forma mais sutil, com a paleta de cores revistas e suavizadas. Para ilustrar sua responsabilidade ambiental, o selo eureciclo aparece na lateral do produto, junto com um QR Code que traz mais informa\u00e7\u00f5es sobre a parceria.<\/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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Chegou Qualy Veg\u00ea<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Dentro das diversas submarcas e extens\u00f5es que ir\u00e3o chegar ao mercado, montamos uma proposta de valor e de naming para a nova Qualy plant-based, com o desafio de tangibilizar a estrat\u00e9gia ampliada da marca, que agora traz impacto positivo n\u00e3o s\u00f3 para as pessoas, mas tamb\u00e9m para o planeta.<\/p>\n

A linha Veg\u00ea, cujo nome transmite saudabilidade de forma descomplicada, nasce com o lan\u00e7amento da primeira margarina no mercado nacional feita apenas com ingredientes naturais: sem conservantes artificiais, sem lactose, sem derivados de leite e sem gordura hidrogenada.\u202f<\/p>\n

Com novo prop\u00f3sito que abra\u00e7a aspectos sociais e ambientais, oferta renovada e novidades relevantes, Qualy reafirma seu compromisso de atender da melhor forma os brasileiros, assumindo plenamente seu papel de love brand<\/i>.<\/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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