Blooms® Rebranding –– 2020
D E S C R I P T I O N
Coan Colchões is a company dedicated to the commercialization and customization of products aimed at the segment of rest and sleep health. Its clear and traditional positioning within the segment was reflected in its identity, communication, and strategy.
However, we are looking for something new: to represent a provocation and a new look within the segment, focusing on the idea of movement instead of disconnection. Valuing and recognizing our awakening, after all, awakening is much more than opening our eyes: it is taking care of health, and living with courage and authenticity to conquer what you want.
G O A L S
In 2020, the challenge of standing out arose, creating an opportunity to position yourself creatively and innovatively before the other players in the market. Thus, it was also necessary to review values, attributes, name, logo, and other visual identity elements.
So, it became our mission to promote the awakening of physical and emotional health through quality sleep. We seek to represent a provocation and a new look within the segment, focusing on the idea of movement instead of disconnection.
R E S U L T S
We make clear the movement and energy from the logo design, which was created exclusively for the brand, and even its icons, which carry this continuity and movement in their designs.
But at the same time, we transmit signs of recognition of the category, such as welcome, comfort, and softness. So we become innovative, but without losing important symbols. With this new approach, we generate impact, create a new look at the segment, building a strong brand with commitment and differentiated results, but without losing some signs of recognition within its market.
Thus Blooms is born. Freedom to dream.
T E A M
Strategist Stevan Justo / Rafael Neves
Creative / Designer Leader Marcelo Siqueira
Copywriter Arthur Peixoto
Case Designer Adson Rodrigues
Client Coan Colchões
