Alpargatas’ goal was to become a “House of Brands” and to strengthen Topper brand to compete in the global market. It needed to communicate with consistency, relevancy and differentiation having a unique visual and verbal vocabulary to become a reference for the multisport category.

The work took three months and involved several teams from different countries working together in 5 brand workshops. Ana Couto’s team lead many interviews with company executives and clients in Brazil and Argentina and analyzed consumer researches, global trends, benchmarks inside and outside category to define the brand diagnosis and strategic guidelines. Strategic design exploration lead to more than 300 visual routes to translate the new positioning, finally selecting the winning option.

• Differentiation: Topper has a unique brand essence, clear attributes with rational and emotional benefits which leverage on brand history on its base countries.

• Relevancy: We’ve created an inspiring and relevant brand, with unique values and personality. A brand that contains the best of its roots to keep offering relevant values for all stakeholders.• Consistency: Topper now has a unique visual brand (it was different in Brazil and Argentina) and a single vocabulary with uniform guidelines that work as tools for the brand management.• Property: We have created ownable equities for the brand that will reinforce brand essence and help Topper to communicate its personality all over the world.