At the forefront of a new beauty era

Creating a brand to combine beauty and sustainability

Natura, an icon of sustainability in the Brazilian beauty market, acquired 2聽other brands, The Body Shop and Aesop, in 2017. The newly born group聽sought to establish its expertise in beauty, combined with the fight for a聽better world. The challenge was to develop the corporate brand that could聽represent these 3 iconic brands, further acquisitions, and their shared聽values.鈥

For naming, we found the perfect synthesis in the name Natura &Co.聽Natura, in addition to being the facilitator of this union, is a universal聽recognition term for 鈥渘ature鈥 or 鈥渆ssence鈥; the 鈥&鈥 symbolizes the sum of聽strengths that this new group gathers; and the acronym 鈥淐o鈥 alludes to聽鈥渃ollaboration鈥, 鈥渃oexistence鈥, 鈥渃onnection鈥 and 鈥渦nderstanding鈥 鈥 central聽themes in the contemporary world and essential elements of this new group聽ethos.

Elegance through simplicity: the Natura brand identity

By having a name filled with so many meanings (Natura &Co), we sought a timeless, simple, and elegant solution for identity design. The typography, clean and clear, was specially designed and pays a simple homage to the Natura brand. The visual universe was created from a single graphic element, the 鈥渒ey鈥, symbolizing the coexistence of Natura, A膿sop and The Body Shop, and expressed through a chromatic palette inspired by nature.

Nurturing the roots of one of the world’s largest beauty groups

As a result of this successful union, Natura &Co purchased Avon, in 2019, complementing the group鈥檚 portfolio, turning them into one of the largest and most valuable beauty groups in the world.

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