Contemplá
Contemplá is a natural, healthy frozen food company developed by nutritionists, created as a response to the fast pace of contemporary life.
Based on behavioral research and consumer trends, I developed the brand strategy and visual identity with the goal of bringing together routine and enchantment, creating possible pauses within everyday
Year: 2024
Key words: Branding • Visual Identity • Packaging • Planning Design • Strategic Design
The starting point for the concept was the analysis of three main sources:
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The study “Fast Mode: The Brazilian Relationship with Time”, conducted in 2023 by Eisenbahn (beer brand) in partnership with Datafolha (research institute);
From these references, several key insights emerged:
Contemplá occupies precisely the space where real routine meets an imaginative touch. It brings enchantment into everyday life. Both coexist. It is a time for enchantment. Imagination is represented through illustrations, and reality is represented through photography. Without denying the fullness of modern routines, the brand creates a captivating space within them.
Brand Manifesto
An Invitation to Enchant
"The comma represents a pause, there is always something that comes after it. It precedes what continues to be said. It is not the end, there is more.
More work to be done, more hours of exercise, more house to organize, more walks with the dog, more and more and more.
We know that routine, this troubled relationship with time and the excess of stimuli, limits our sense of enchantment.
What extraordinary thing happened today, do you remember?
We are here to invite you to notice the details, to reimagine moments. Without being detached from reality. What we need are small touches of awareness in the present, consciously, one thing at a time.
Contemplá is a pause, it is adding something to yourself, observing with care. There is more after this, we understand, but breathe and appreciate, it is time to Contemplá."
Contemplá’s identity was conceived as an adaptable system, capable of moving between institutional and playful contexts.
The logo is flexible: in formal settings, only the lettering is used; on social media and packaging, illustrated elements are incorporated to reinforce the brand’s imaginative dimension.
The lettering was developed exclusively for the project. The “C” originates from the idea of a comma, symbolizing pause, while the accent on the “á” acts as a graphic signature. The organic, rounded forms bring the brand closer to its audience.The illustrations, applied over real photographs, allow reality and imagination to coexist, visually translating the brand’s core concept: creating enchantment within everyday routine.The supporting typography ensures versatility and legibility, while the vibrant color palette breaks away from the “fit” stereotype, maintaining subtle references to the healthy food universe without losing personality.
