{"id":2049,"date":"2022-10-23T05:00:29","date_gmt":"2022-10-23T08:00:29","guid":{"rendered":"https:\/\/cba-design.com\/latam\/projets\/braskem-im-green-2\/"},"modified":"2023-10-06T19:19:17","modified_gmt":"2023-10-06T22:19:17","slug":"braskem-im-green","status":"publish","type":"projets","link":"https:\/\/cba-design.com\/latam\/en\/cases\/braskem-im-green\/","title":{"rendered":"I\u2019m green\u2122: the development of a brand mark into a Mastebrand"},"content":{"rendered":"\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

Braskem\u2019s renewably sourced polyethylene \u2013 a result of the combination of innovation, technology and sustainable development \u2013 was conceived to promote a better impact to the environment. <\/p>

In line with the company\u2019s commitment to Circular Economy, the I’m green\u2122 bio-based plastic resin, produced from a renewable raw-material \u2013 sugar cane \u2013, is now considered a business opportunity, due to the product\u2019s contribution in reducing carbon footprint.<\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Exploitation of resources<\/h2>\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

To start the brand repositioning, our team\u2019s first move was to explore. We studied the category in-depth, analyzed the brand history up to the present moment and \u2013 a particularly important step \u2013 we interviewed several of the brand stakeholders \u2013 from Braskem\u2019s employees, clients, to recycling companies.<\/p>

During this phase of study, we dived deep into the company\u2019s portfolio of circular economy related products with renewable and recycled source solutions, and a point got very clear: why not join these resins in a single portfolio, combining the quality of their deliveries?<\/p>

This idea stood as a key point in the next phase of the project when we in fact started to build the brand\u2019s new strategic positioning. Based on the fact that I’m green\u2122 is already a recognized brand in the market, acknowledged by the partners that promote this chain, moreover presenting an innovative feature, why not take advantage of its own brand to expand the scope, making it represent Braskem\u2019s portfolio of products with a Circular Economy approach?<\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Sprint Lab<\/h2>\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

With the survey inputs at hand, the next step of the project was to answer the question: Ok, but how are we going to make it happen? What is the best way to enlarge the portfolio and how should we handle each solution? To solve the challenge, we held a Sprint Lab workshop. For two days, we and Braskem\u2019s team of professionals from all over the world have worked collaboratively, developing together the new portfolio architecture, with an expanded brand identity and new visual routes to be explored.<\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

Reorganizing the portfolio<\/h2>\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

To highlight the strong points of the existing products from renewable and recyclable sources and their similar values, aligned with the Circular Economy, we have started by defining the purpose, personality, and essence of Braskem\u2019s set of offers. At this point, our strategy and design teams worked closely together. For all to understand how to deal with the brands as a whole, we have created visual prototypes to make possible changes \u2013 as well as their impact \u2013 tangible. These prototypes were then presented in a survey conducted with clients and partners, to capture their feelings about the new organization of the brand\u2019s portfolio, where I’m green\u2122 featured as a Masterbrand and, under it, stood the products from bio-based and recycled sources.<\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t

A masterbrand<\/h2>\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t

In order to add force to I\u2019m green\u2122\u2019s identity, a verbal language was established based on the new strategic settings. Purpose and essence were the foundation for the definition of the key messages and the brand\u2019s tone of voice. The Masterbrand visual identity was updated, and products sub-brands were created to work together with the existing visual concept. Moreover, the look & feel was developed to design a more modern and updated portfolio. The verbal and visual work has culminated with the creation of the products\u2019 Brand Guidelines and the Brand Book for I’m green\u2122 Masterbrand.
<\/p>

The official launch of the new Masterbrand and the products sub-brands was announced at the end of 2019, at K Trade Fair, an important fair for the plastic and rubber industry that takes place in Dusseldorf, Germany. So, with a renewed look and purpose, I’m green\u2122 was reintroduced to the global Market, leveraging Braskem\u2019s presence with sustainable solutions and reinforcing the company\u2019s commitment to Circular Economy.<\/p>


<\/em><\/p>

Note: the content of this text refers to CBA B+G case created for I’m green\u2122.<\/em><\/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

\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\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
\n\t\t\t\t\t\t
\n\t\t\t\t\t
\n\t\t\t
\n\t\t\t\t\t\t
\n\t\t\t\t
\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\"\"\t\t\t\t\t\t\t\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<\/div>\n\t\t","protected":false},"featured_media":0,"template":"","business_needs":[277,459],"industry":[734],"services":[507,513,673,736,738],"project_tags":[341,343,402,740,705],"class_list":["post-2049","projets","type-projets","status-publish","hentry","business_needs-innovation","business_needs-branding","industry-petrochemical","services-category-deep-dive","services-brand-guidelines","services-brand-architecture","services-corporate-brand-identity","services-naming","project_tags-brand-architecture","project_tags-brand-guidelines","project_tags-category-deep-dive","project_tags-corporate-brand-identity","project_tags-naming"],"acf":[],"lang":"en","translations":{"en":2049,"es":2325,"pt":507},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/2049","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":4,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/2049\/revisions"}],"predecessor-version":[{"id":18025,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/projets\/2049\/revisions\/18025"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/media?parent=2049"}],"wp:term":[{"taxonomy":"business_needs","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/business_needs?post=2049"},{"taxonomy":"industry","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/industry?post=2049"},{"taxonomy":"services","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/services?post=2049"},{"taxonomy":"project_tags","embeddable":true,"href":"https:\/\/cba-design.com\/latam\/wp-json\/wp\/v2\/project_tags?post=2049"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}