To create the brand identity and graphic image for the launch of a brand new sweet cereal biscuit targeting Brazilian life shapers – a population between 25-35 years to which life is getting into a new stage of maturity and responsibilities: having their first kid, leaving daddy's home, starting a professional career, getting married...The product is positioned as a fuelling energy morning snack to help you go through the morning plenty of energy and disposition in a balanced way.

Belvita is about embracing what life throws at us with optimism!To materialize this idea we created an unconventional Mandala of Cereal as Brand icon, standing for Holistic well being, functionally, Emotionally and Spiritually connected.The vibrant orange radiates warmth and energy, stimulates appetite and encourage socialization.The Triangle composition communicates balanced and healthy, wholesome good ingredients and the Unique Biscuit Shape – irregular and unprocessed.Different variants are recognized by strong colour codes and outstanding quality ingredient visuals.

Belvita reached 5% SOM in just 6 months. The brand is bigger than direct competitors Nestlé and Quaker.Numeric Distribution: 11% vs 6% target.Penetration: 11% within core target (vs. 7% plan).High visibility (79%) and conversion (29%).