A leading brand in beauty and personal care in Brazil and Latin America, Natura combines science and nature in its products. Now, this connection extends to its new Sound Logosonic logo, inspired by the relationship between living beings and technology, created from the natural richness of the Amazon Rainforest.
Natura
The creation of the sound logo of one of the most iconic Brazilian brands based on the union between nature and science.
Natura, a Brazilian multinational cosmetics company, has had a connection with sustainability since its beginning and has produced a positive environmental, social and economic impact. The brand has historically had a relationship with the Amazon forest and the concept of well-being, ensuring that its products have a coherent narrative from their origin to the end of their cycle of consumption and disposal. But the brand needed to reposition itself, recovering its institutional values, at a time when the Natura & Co holding company was once again focusing on its main brand. A central premise was clear, that of expressing its research and innovation, also present in its DNA and in the creation of their products. From this starting point, the brand team and partners create the “What If” concept as an invitation for people to reflect on the power of transformation they have in their hands with their consumption choices, in addition to associating well-being from each person to that of the planet as a whole, against the backdrop of elevating Brazilian socio-biodiversity. The turning point was precisely the underlining of this combination of science, nature and well-being as a new brand narrative, the BIOINNOVATION. And it is from BIOINNOVATION that Soundthinkers is challenged with the production of a sound logo that represents the union between nature and science, translating, in a few seconds, the DNA of one of the most iconic Brazilian brands.
Sound Logo
With the challenge in place, we understood that it was necessary to integrate our strategic ID way of thinking with our research and experimental mindset. Then we started the listening phase (Listen), carrying out a series of tests with the most varied technologies that could enable us to extract a unique sonic raw material from one of the most emblematic places for the Natura brand: the Amazon forest. Inspired by different techniques, such as the BIOACOUSTICS, a multidisciplinary science that combines biology and acoustics, we built a device capable of translating electrical pulses, captured directly from nature, into sound. There were many iterations until we managed to calibrate and extract a unique and memorable melody. With a melodic sequence produced by nature itself, we now needed to establish textures that made sense with the brand's DNA. Using the Natural Sample Modeling process, a technique in which audio captured in nature is used as base material to create presets or personalized sounds on synthesizers, we defined specific sound parameters to build the first Masterbrand version of the Natura sound logo.
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