Hortifruti Natural da Terra
I worked at Hortifruti Natural da Terra for two years, where I tackled the challenge of unifying two brands: Hortifruti, a well-known name in Rio de Janeiro, and Natural da Terra, a sophisticated market in São Paulo. The challenge was to maintain both identities without changing their names—Hortifruti was too established in Rio, yet couldn’t be universally applied. I’m proud of this project, as seven years later, the core elements we developed continue to shape the brands’ success.
CMO Fabiana Castro
BRANDING TEAM Arina Menezes,
Gabriella Veras, Raquel Nolasco, Mariana Vidal
BRANDING AGENCY FutureBrand
ADVERTISING AGENCY MP Publicidade
OTHER AGENCIES Mandallah, HUB Allma
ARCHITECTURE LAB Arquitetos
Stores Visual
Merchandising
After developing the visual and verbal language, we designed all in-store visual communication for a flagship store, including signage, décor, and advertising. We then created a comprehensive brand guideline, still in use today, detailing every component needed for stores of all sizes. To date, over 60 stores have successfully implemented the new branding.
BRANDING AGENCY FutureBrand
ARCHITECTURE LAB Arquitetos
Loyalty Program
Campaign
For the launch of Leve Natural, our loyalty program, we took an authentic approach by photographing real people—employees, their families, and customers—interacting with our core products: fresh fruits and vegetables. The campaign was a great success and resonated deeply with our audience. Afterward, we extended the concept internally, creating personalized portraits for each employee. They chose the color and fruit that represented them, and these images were used to design unique corporate badges, further reinforcing our brand’s values.
ADVERTISING AGENCY MP Publicidade
CAMPAIGN PHOTOGRAPHER Aderi Costa
BADGES DESIGN AND PHOTOS branding team
30th Anniversary
Campaign
To celebrate 30 years of Hortifruti Natural da Terra, we created a concept that brings back the brand’s genuine relationship with its customers. Fruits, vegetables, and greens star in everyday stories. This connection between our products and people is what we call "natural moments," showcased in the campaign's main piece: a 60-second film.
Hortifruti Natural da Terra. In life’s most natural moments.
ADVERTISING AGENCY MP Publicidade
PRODUCTION O2 Filmes
Hortiflix
Hortifruti Natural da Terra’s Hortiflix campaign began long before social media, quickly becoming a hit in Rio de Janeiro. To preserve the creativity beloved by our RJ customers while adapting to the digital age, we launched the Hortiflix portal, featuring all past films and videos alongside new releases. To keep the spirit alive in our stores, we also designed movie posters, which still decorate the dining areas of Hortifruti and Natural da Terra locations today.
ADVERTISING AGENCY MP Publicidade
Co-branding: CITI
In 2019, Citi Brazil selected Hortifruti Natural da Terra as its partner for the Progress Makers program, a branding and marketing initiative that highlights businesses driving positive change. Together, we developed a comprehensive campaign, including the full-length video below, internal marketing efforts at both Hortifruti Natural da Terra and Citi, and media placements across Rio de Janeiro and São Paulo.
PARTNERSHIP CITI
PRODUCTION Giz Comunicação