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ESSENCIAL

NATURA

We repositioned Essencial, Natura's leading male perfume, with an agile design innovation methodology

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ABOUT THIS PROJECT

In a scenario of rapid cultural transformation, businesses from different sectors are transformed and adapted. In this context, Natura needed a new process that could quickly update its most classic men's perfume, Essential.

Our challenge was to implement a brand and packaging development process, translating this moment into the iconic product that dialogued with the visual codes of contemporary culture. The development time required to move Natura's largest perfume brand was a crucial point for the way of work that he proposed.

we divided into weekly cycles, we created multiple creative proposals for the design of the perfume. We produced rapid prototypes in our workshop, in addition to detailed 3D files that were already evaluated by the manufacturers and the customer's packaging teams.

We test and learn closely with the consumer. Our Research and Strategy team conducted discussion groups, presenting different concepts to understand which codes resonated best with the culture.

Based on these lessons learned, we were able to refine the project for final delivery to Natura. The new Essential was officially launched in March 2020.

Check out customer testimony Almir Simões, Natura's Design Manager:

“Essential is one of the main brands of Casa de Perfumaria do Brasil. The relaunch of such a relevant brand for us and our consumers would need to be done considering the best in terms of design, technology and innovation.

We chose a long-standing partner for this journey: Questtonó. The challenge was great due to the brand involved, the challenging deadlines, the need to co-create with our consumers and the new work proposal that considered the Agile methodology.

By the way, the methodology was fundamental for the success of this project. We set up a multifunctional team with frequent meetings that helped in the generation of territories, proposals and creative paths. With immediate feedback and consumer input at each stage, we are able to evolve and capture all the potential for innovation and design for the new male essential. The result of this partnership was fantastic and we are very proud of our newest launch. ”

TEAM

ALBERTO BORDASCH | DANILO SAITO | RODRIGO SANTOS | TÁBATA GERBASI

+QUESTTONÓ

ROLES

INDUSTRIAL | GRAPHIC | RESEARCH 

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