Chamex: CHAMEX REDESIGN

Credits & Description:

Category: ii. Core FMCG

Advertiser: INTERNATIONAL PAPER

Product/Service: CHAMEX CUT PAPER

Agency: TEAM CRÉATIF DESIGN

Date of First Appearance: Apr 1 2011

Entrant Company: TEAM CRÉATIF DESIGN, Sao Paulo, BRAZIL

Planning Director: Fernando Sommer (TEAM CREATIF)

Account Executive: Marcelle Solda (TEAM CREATIF)

Creative Director: Claude de Pena (TEAM CREATIF)

Art Director: Laercio Parolo (TEAM CREATIF)

Designer: Eduardo Moreno (TEAM CREATIF)

Designer: Cynthia Braik (TEAM CREATIF)

Marketing Manager: Ana Paula Sarrao (INTERNATIONAL PAPER)

Marketing Director: Gisele Gaspar (INTERNATIONAL PAPER)

Media placement: 500 Sheets Packaging - Paperhouses, Office Stores, Supermarkets. - 01 May 2011 On



Describe the brief from the client

Chamex is the absolute market leader in the Brazilian cut paper market. Although perceived as superior in a category where it is difficult to achieve differentiated performance, Chamex resented the lack of a more modern, hipper and a more sustainable image.



The challenge of the brief, therefore, was to modernize the packaging of the Chamex brand, adding attitude and commitment to the environment without trading off visibility and impact on the shelves. Secondarily, it was necessary to organize the basic information (type, weight, size) to reduce the dependence on colours as an element of recognition.



Describe the challenges and key objectives

“Democratically Cult”: How to add modernity and sustainability to a leading brand among all consumer segments?



The main challenge was to create a contemporary and attractive graphic image for diverse audiences, ranging from designers to engineers and from homemakers to businessmen, without losing credibility, relevance and preference for the brand.



At the same time, there was the challenge of organizing technical information such as size, weight and quantity in a logical and consistent manner for consumers, without breaching the diverse and often absurd specifications of the law.



Describe how you arrived at the final design

The graphic image was simplified, resulting in fewer elements, textures and typologies. The background still respects the existing colour code, but the icons and information were completely reorganized.



A stylized tree was applied to serve as a brand icon (recognition) and to reinforce the perception of sustainability, besides showing the whiteness of the paper.



The little birds reinforce the differentiation of the variants, but above all, they add an element of emotional connection that reinforces the affection for the brand.



Give some indication of how successful the outcome was in the market

The relaunch is too recent (April 2011) to allow us to evaluate the impact on results.