Raizen: RAÍZEN

Credits & Description:

Category: Logo Design

Advertiser: RAÍZEN

Product/Service: GREEN ENERGY

Agency: ANA COUTO BRANDING & DESIGN

Date of First Appearance: Feb 14 2011

Entrant Company: ANA COUTO BRANDING & DESIGN, Rio de Janeiro, BRAZIL

Chief Executive Officer: Ana Couto (Ana Couto Branding & Design)

Creative Director: Danilo Cid (Ana Couto Branding & Design)

Branding Director: Cristiane Gonzalez (Ana Couto Branding & Design)

Design: Fernanda Salgado (Ana Couto Branding & Design)

Design: Hugo Rafael (Ana Couto Branding & Design)

Design: Betina Cupello (Ana Couto Branding & Design)

Branding: Renato Winnig (Ana Couto Branding & Design)

Branding: Natalia Toledo (Ana Couto Branding & Design)

Media placement: Brand Launching - Brazil - 14 February, 2011



Describe the brief from the client

Shell and Cosan have formed a joint venture, the goal of which is to offer the world a new source of clean energy: ethanol. The brief was to create the name and the brand for this new company, which would become one of the major companies in Brazil.



Describe the challenges and key objectives

Our challenge was to build the green energy and global brand, highlighting the stories of Shell and Cosan, and to settle on a proprietary name and visual elements that would differentiate the company in the market, while emphasizing its pioneering traits and Brazilian nature. Then we had to develop a new corporate culture, combining two different cultures into one common purpose. The job of Branding needed to ensure that it had local personality and global charisma.



Describe how you arrived at the final design

The brand Raizen was created to express differentiation and distinction, synonymous with a new production and distribution era of global energy. Raizen means the new roots of energy. Purple is the colour of ripe sugar cane, the raw material of the business, and its simple typography stresses the “z” of the brand as a symbol of power. It represents highest performance, even if not applicable to the logo brand. This is energy raised to the power of Raízen. Energy raised to its maximum power.



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

Launched in February of 2011, the new company is betting on the growth of international sales of ethanol. In the words of its president, Vasco Dias, “The plan is to consolidate sugar cane ethanol as an international commodity”. And Raízen is an exact reflection of this objective. It is green energy. From Brazil to the world.