Neve | HardCuore

Neve

We created the new visual and verbal identity for the brand that has led brazilian bathrooms for the last 50 years.

It’s the end of the bathroom you know and the beginning of the one you deserve.
Neve’s new identity evolves the brand to show how many layers of care it takes to build a routine.

Read more about this project

The new identity moves away from the category’s traditional codes and is grounded in a sensory territory. Organic shapes, textures, and light tones convey inspiration drawn from the world of well-being.

The packaging was redesigned to update its visual codes. Iconic elements, such as the Neve flower, were reimagined in a cleaner, more sophisticated, and minimalist way.

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  • Film
  • Design
  • Communication

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The care you deserve.

Neve has been the leading brand in Brazilian bathrooms for over 50 years. But in a "Neve-fied" market, where all brands mimic the same codes, it was time to stand out from the competition. To do that, we were invited to rethink the brand’s positioning and identity, bringing a fresh perspective.

The process began with strategic immersion and consumer research. It became clear that the bathroom had changed and people were looking for a deeper emotional connection with their routines and products. We also discovered that Neve wasn’t perceived solely as a personal hygiene brand, but as a well-deserved gesture of self-care. That insight led us into a new territory: toilet paper became wellness.

The new identity breaks away from the traditional codes of the category and embraces a sensory territory. Rounded, organic shapes, soft textures and light tones reflect the inspiration drawn from the world of wellness. The color palette brings three main hues: off-white conveys softness and comfort, while two shades of gold evoke sophistication and premium quality.

We studied the logo’s evolution over the decades and identified the swashes as highly recognizable elements associated with the brand. The new script typeface revives this trait with more fluidity and hand-crafted feeling, reinforcing closeness and care. We preserved structural elements like slant and soft corners, while visually cleaning the logo to align it with the modern wellness aesthetic.

The photography direction shifts away from the product itself and begins to portray self-care rituals. These are real, intimate scenes that reinforce the brand’s new positioning, turning everyday moments into something meaningful.

Packaging was redesigned to update the brand’s visual codes. Iconic elements, such as the Neve flower, were reinterpreted in a cleaner, more minimal and elegant way. The information hierarchy was reorganized based on consumer research, improving claim clarity and shelf readability.

We also developed Neve’s portfolio architecture to protect brand equity and enable future expansion, organizing products into two strategic divisions: the Core Line (tradition) and the Care Line (innovation).

We created a color system that preserves the codes already familiar to consumers while updating them with a cleaner and more consistent look. To endorse the softness that only Neve delivers, we developed a proprietary seal anchored in the core perception of value highlighted by consumers.

In addition to the Core Line packaging, we designed the new Neve Care line, a subdivision focused on innovation and technology, aimed at new audiences. It retains visual consistency with the masterbrand while incorporating distinct elements like new colors and icons.

Neve’s verbal identity now communicates care through a close, genuine language centered on intimate well-being. We rethought the brand’s vocabulary and claims to create a proprietary tone, one that’s more emotional yet still communicates product benefits. Like Maciez de Neve® (Neve Softness®), which redefines the brand’s most iconic claim to evoke its full sensory and authoritative value. It becomes a unique seal that no competitor can replicate.

It’s the end of the bathroom you know and the beginning of the one you deserve. Neve’s new visual and verbal identity marks a new era for the brand, showing just how many layers of care it takes to shape a routine.

Credits

  • Agency
      HardCuore®
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • HardCuore Team
      Fernanda Rodrigues, Gabriela Barbosa, Felipe Teobaldo, Isaac Alves, Thayna Britto, Alexei Potemkin, Nathalie Jourdan e Vinicius Cambruzzi
  • Research
      ACE