Guaraná Kuat

HardCuore was responsible for the rebranding of Kuat, playing a crucial role in its market repositioning, specifically targeting the C and D audience. We developed a new visual identity and a communication strategy that resonated with this audience, helping to strengthen Kuat's connection with these consumers and increasing its relevance and presence in the segment.

We created a new visual identity system for the brand, reflecting its irreverence and attitude in the design.

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We were inspired by the shapes and geometries of the logos of the great American basketball teams, connecting Kuat with the aspirations of its target audience.

We unveiled the brand's new visual identity while also developing the design of its packaging.

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Film
Design
Communication

Rider, It Can Be Done

A timeless record about the maker culture and its journey, exhibited in more than 18 countries across the globe.

Anacapri, Summer 2020

The importance of seeing yourself, loving yourself, and, most importantly, choosing to be yourself.

The new can be good.

Kuat decided to change, repositioning its brand in the market and directing its communication towards young people and teenagers from the C and D classes. We created a new visual identity system for the brand, reflecting its irreverence and attitude in the design.

Kuat's target audience became Brazilian teenagers, whose idols were Brazilian and American sportsmen and rap singers. Hip hop aesthetics were very prevalent in the world of these young people, who also admired and referred to brands from the NBA and the American baseball universe.

We translated this universe into Kuat. We were inspired by a direct and simple brand composition, without major variations in colors or elements, with rectilinear and clear design fonts.

We set aside the indigenous pattern and opted for a new design, featuring bold typography, which transformed Kuat into a strong brand brimming with personality. This approach also allowed it to engage in a conversation with well-established American sports brands that possessed distinct icons.

In this new phase, some proprietary elements remained, such as the "k" symbol that had already generated brand recognition, in addition to the green and gold colors.

However, we changed its priority color from gold to green, which is the predominant code in the guarana category. This change also reflects its more natural side, as it is made from an Amazonian fruit. Gold, in addition to representing the color of the liquid, is Kuat's proprietary color and what sets the brand apart in its category. It also symbolizes the reward for exploration and the conquest of a new world. The combination of these two solid colors creates a unique chromatic combination.

This brand shift also called for new applications, now more focused on the target and its aesthetic universe. It was from this that we created the brand icon, a simplification of the logo, formed by the "k" and the design of the guarana fruit. The symbols of American football, baseball, and basketball teams were our inspiration, and following the same simple and straightforward aesthetic that we used in the logo, we ensured more flexibility for the brand.

Credits

Agency
Creative Direction