The document discusses research conducted on the Tododia brand and line of products from Natura. It finds that Tododia is perceived as a quality, natural brand focused on daily care. However, respondents felt the 'gourmet' identity of ingredients like fruits was not fully realized. The research also showed some products like the face moisturizer lacked a clear value proposition. It was suggested Tododia could benefit from more explicitly portraying the sensory experiences and comfort its products provide through a stronger symbolic framing of ingredients in marketing materials.
12. Natura Tododia is the brand responsible for operating in the "for all people" segment. It is the line that changes the quotidian and awakens creativity through products inspired by ingredients close to our cuisine: playful packaging that stirs our imagination, differentiated textures that stimulate sensations and involving fragrances that allow tasteful moments, filled with relaxation. value proposal placement
13. value proposal placement The line suggests a new way of looking at routine, an intensity for everything around you, so that you can savor your everday moments with more pleasure and attention. It creates new signals with its unusual way of use transported directly from the culinary world. It provides comfort and well-being at every moment, in little things: a soft touch, a delicious scent, a relaxing color. Natura Tododia, Because every day is a day to surrender yourself to life's flavor.
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17. THE VALUE AND THE FLAVOR OF EVERY DAY. The quotidian is our daily quota of life. The most delicious things are even more delicious every day. Just paying attention, choosing well and savoring is enough. Natura Tododia Life happens every day.
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39. CONCLUSION The Tododia line has a positive image, of quality, that favors practicality, the day-to-day and the basic (in the sense of essential), with an attractive price. It is perceived as one of Natura's strong-brands. Being seen as an affordable line, "basic", focused on daily care, does not diminish Tododia's importance nor does it cause the brand to be seen as some type of "poor cousin" or "illegitimate member of the family". It is perceived that the line is tied to natural ingredients (milk and fruits), but no concept is perceptible behind the line. The following categories are acceptable and welcome: hair products and oils for the Tododia line.
42. The Tododia photography shows intimate and unique moments from people's day-to-day. The people's eyes are focused on the moment and never on the camera.
43. The Tododia photography shows intimate and unique moments from people's day-to-day. The people's eyes are focused on the moment and never on the camera. Naturalness is always present.
44. The light coming from the window strengthens the idea that it is early morning.
45. The light coming from the window strengthens the idea that it is early morning. The Tododia photography of people is done from different points of view with unusual angles.
49. The Tododia environment is in the pantry or in the kitchen. Simple and airy locations, with contemporary, straight-lined furniture. The light coming from the window illuminates the furniture and objects The environment tones are always in tune with the Tododia ingredients Everything is in harmony, so the day begins.
55. The Tododia packshot is adapted to the breakfast table. Elements that make up the environment are perceived in the background. The intense and lively colors create a joyful and inspiring climate for a good day. Always fresh and just in from the market (in natura), the Tododia ingredients are present in bowls.
56. The Tododia packshot is adapted to the breakfast table. Elements that make up the environment are perceived in the background. The intense and lively colors create a joyful and inspiring climate for a good day. Always fresh and just in from the market (in natura), the Tododia ingredients are present in bowls. The arranged bowls photos are only for advertisements and panels.
58. Photos with differentiated angles, points of view from an outlook mindful of new experiences. Tilted bottles are only used in situations where the intention is to display the label
59. The ingredients are fresh, intact (never sliced or prepared for eating) and are on a light wood table with a discreet patina. The space left between the ingredients lightens the image and some elements being out of focus make it cozy and soft.
60. The ingredients are fresh, intact (never sliced or prepared for eating) and are on a light wood table with a discreet patina. The space left between the ingredients lightens the image and some elements being out of focus make it cozy and soft. Active principles that can't be scattered on the table are photographed in their characteristic containers – honey and milk are examples. They are always presented in vertical strips, this is the only type of composition permitted in the Natura magazine chapters, but it can be present in advertisements and panels.
62. The color code of the products, packaging and communication should reinforce the Tododia concept It should be used for the packages as the visual organizer of the portfolio; for the products as a suggestions of flavor and aroma and, as ambiance, for communication purposes
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64. Pantone 723c and 721c - CINNAMON Pantone 4645c and 4665c - MACADAMIA Pantone 152c and 150c - PEACH Pantone 186c and 183c – RED FRUITS Pantone 145c and 7509c – HONEY AND CEREALS Pantone 625c and 623c – MINT AND GINGER Pantone 646c and 644c – MILK
67. New Oconnor Tododia typographical family has been inspired by handwritten letters in a recipe notebook. It was redesigned from the Oconnor typographical family.
71. The communication uses the language elements to create pieces that suggest an environment of comfort and well-being. Vertical strips are filled in with photographs of the ingredients, sections of solid and transparent colors that suggest creativity, aroma and flavor from the advertised product.
73. Presence of elements that set the environment into which the product is inserted Active ingredients in bowls are allowed on covers NATURA TODODIA INGREDIENTS FOR YOU TO SAVOR DELICIOUS SUMMER DAYS
75. Page for the line's emphasis. It should be used for the launch or emphasis of the cycle. It should conceptually explore the line, emphasizing the label's phrase. The price should be placed on the left side, over the sections of the family's color, transparency and active ingredient's image. The active ingredients should be applied in this manner. Bowls and other items are reserved for the advertisements and covers. soft sweetness on fruity skin
76. Highlights within the family, like the new packaging, can be explored by way of clipped images, gently inclined. soft sweetness on fruity skin
79. Vertical strips formed by the section of the line's color, transparency and image of the active ingredient demarcate the area for placement of families, making a direct connection between the product and its natural origin. Text aligned at the base. Prices with captions should be used to facilitate the identification of the products Vials of different active ingredients in a single environment, (the product families should be photographed separately and applied over the environment photo to avoid distortion in the vials) More out of focus in the background to emphasize the products. Active ingredients shouldn't be used on the table or in bowls in the products chapter.
