João e Maria | Branding
A brand that welcomes Brazilian families with love.
Branding
brand strategy
brand design
packaging design
motion
Challenge
The baby and child care market is dominated by global giants. Cimed faced this challenging scenario to launch a new brand, embracing an audience increasingly attentive to formulas, benefits, and representation. The starting point is a welcoming and truly Brazilian name: João and Maria.
Solution
We immersed ourselves in the world of motherhood and identified that Brazilian mothers need to feel welcomed. From this, we positioned João and Maria as a brand that understands, cares, and supports – combining affection with Cimed’s credibility.
We created the brand platform and manifesto based on the belief that every mother needs a support network. The verbal identity is approachable, empathetic, and sensitive. The visual identity reflects softness, Brazilianness, and comfort: welcoming colors, light shapes, and a visual language that conveys care from the first glance.
Result
A new brand capable of generating trust, connection, and genuine affection with those who need support the most: Brazilian mothers.
MANIFEST | JOÃO & MARIA
Motherhood is one of the most exciting and
incredible events in life.
But mothers’ daily lives aren’t just filled with joy.
It also has its challenges and concerns.
As Brazilians and health experts,
we use our knowledge to support families in their new discoveries.
We understand that this experience can and should be easier.
To achieve this, we deliver not only high-quality, safe, and affordable products.
But also a source of support, care, and information
for all caregivers.
We welcome and walk hand in hand with mothers
during important stages of their babies’ lives.
Always together, experiencing the small and large rewards
that transform all dedication into joy.
In the form of smiles, kisses, hugs, laughter, and affection.
With love,
João e Maria
