Founded in 1976, in French Provence region, L’Occitane owner had a long-time passion for ‘Brazilian diversity’. The tale of travelling through Provence appealed widely to European consumers, but in order to tackle a market as new and diverse as South America, the idea was to transport this passion to Brazil and create a new brand with Latin origins and soul. He asked CBA B+G to bring his passion to life by developing L’Occitane au Brésil, with the soul of a true Brazilian brand, with true Brazilian origins.
The journey began in 2011 with a creative lab experience organized by CBA B+G. Our teams searched for unique life experiences, cultural background and specific elements that represented the essence from each Brazilian biome. The challenge was to build ideas of universes with models, colors, textures, styles, fragrances, flavors and scents, in a way to drive and inspire the final identity, packages solutions, furniture and visual merchandising.
Together with L’Occitane owner and Brazilian artists from different disciplines and languages, CBA B+G designed a branding project focused on L’Occitane au Brésil. Based on the repertoire originated from the exploratory work, CBA B+G defined each brand elements – logo, tagline, institutional colors and biome pallet to distinguish the product lines, verbal and visual languages. L’Occitane au Brésil final verbal and visual language is gathered in its Brand Book.