{"id":1652,"date":"2025-05-09T20:59:59","date_gmt":"2025-05-09T20:59:59","guid":{"rendered":"https:\/\/team-creatif.com.br\/cases\/joao-maria\/"},"modified":"2025-08-15T16:17:47","modified_gmt":"2025-08-15T16:17:47","slug":"joao-maria","status":"publish","type":"portfolio","link":"https:\/\/team-creatif.com.br\/en\/cases\/joao-maria\/","title":{"rendered":"JO\u00c3O &amp; MARIA"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;100&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;0&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; back_image=&#8221;24&#8243; back_attachment=&#8221;fixed&#8221; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; auto_height_device=&#8221;yes&#8221; content_parallax=&#8221;8&#8243; uncode_shortcode_id=&#8221;689432&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;0&#8243; expand_height=&#8221;yes&#8221; back_image=&#8221;139&#8243; back_attachment=&#8221;fixed&#8221; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;132291&#8243;][vc_empty_space empty_h=&#8221;4&#8243; desktop_visibility=&#8221;yes&#8221;][vc_empty_space empty_h=&#8221;5&#8243; desktop_visibility=&#8221;yes&#8221;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;76&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;133283&#8243;][vc_column width=&#8221;1\/12&#8243;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;7\/12&#8243; uncode_shortcode_id=&#8221;175229&#8243;][vc_custom_heading heading_semantic=&#8221;h1&#8243; text_font=&#8221;font-377884&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; uncode_shortcode_id=&#8221;437910&#8243;]Jo\u00e3o e Maria | Branding[\/vc_custom_heading][vc_row_inner][vc_column_inner width=&#8221;2\/3&#8243;][vc_custom_heading text_size=&#8221;fontsize-210105&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;847823&#8243;]A brand that welcomes Brazilian families with love.[\/vc_custom_heading][\/vc_column_inner][vc_column_inner width=&#8221;1\/3&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;1&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/12&#8243; uncode_shortcode_id=&#8221;115255&#8243;][vc_custom_heading text_color=&#8221;color-239695&#8243; heading_semantic=&#8221;p&#8221; text_font=&#8221;font-377884&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;692681&#8243; text_color_type=&#8221;uncode-palette&#8221;]Branding[\/vc_custom_heading][vc_empty_space empty_h=&#8221;0&#8243;][vc_separator sep_color=&#8221;color-149387&#8243; uncode_shortcode_id=&#8221;145646&#8243; sep_color_type=&#8221;uncode-palette&#8221; el_width=&#8221;60%&#8221;][vc_empty_space empty_h=&#8221;0&#8243;][vc_custom_heading text_color=&#8221;color-239695&#8243; heading_semantic=&#8221;p&#8221; text_font=&#8221;font-377884&#8243; text_size=&#8221;h6&#8243; 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heading_semantic=&#8221;p&#8221; text_font=&#8221;font-377884&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;773028&#8243; text_color_type=&#8221;uncode-palette&#8221;]packaging design[\/vc_custom_heading][vc_empty_space empty_h=&#8221;0&#8243;][vc_separator sep_color=&#8221;color-149387&#8243; uncode_shortcode_id=&#8221;145646&#8243; sep_color_type=&#8221;uncode-palette&#8221; el_width=&#8221;60%&#8221;][vc_empty_space empty_h=&#8221;0&#8243;][vc_custom_heading text_color=&#8221;color-239695&#8243; heading_semantic=&#8221;p&#8221; text_font=&#8221;font-377884&#8243; text_size=&#8221;h6&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;180202&#8243; text_color_type=&#8221;uncode-palette&#8221;]motion[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;2\/12&#8243; uncode_shortcode_id=&#8221;165248&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;2&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;884626&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;22&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;630160&#8243;][vc_empty_space empty_h=&#8221;1&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; 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overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/4&#8243; uncode_shortcode_id=&#8221;207805&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/4&#8243; uncode_shortcode_id=&#8221;155920&#8243;][vc_custom_heading text_size=&#8221;fontsize-210105&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;222891&#8243;]Challenge[\/vc_custom_heading][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;589692&#8243;]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: Jo\u00e3o and Maria.[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243; desktop_visibility=&#8221;yes&#8221;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/4&#8243; uncode_shortcode_id=&#8221;155374&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;862556&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;25&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;885976&#8243;][vc_empty_space empty_h=&#8221;1&#8243; medium_visibility=&#8221;yes&#8221; mobile_visibility=&#8221;yes&#8221;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;5&#8243; bottom_padding=&#8221;5&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;110782&#8243;][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;1\/12&#8243; uncode_shortcode_id=&#8221;196732&#8243;][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;3\/12&#8243; uncode_shortcode_id=&#8221;319839&#8243;][vc_custom_heading text_size=&#8221;fontsize-210105&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;232864&#8243;]Solution[\/vc_custom_heading][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;3\/12&#8243; uncode_shortcode_id=&#8221;178045&#8243;][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;676938&#8243;]We immersed ourselves in the world of motherhood and identified that Brazilian mothers need to feel welcomed. From this, we positioned Jo\u00e3o and Maria as a brand that understands, cares, and supports \u2013 combining affection with Cimed&#8217;s credibility.[\/vc_column_text][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;3\/12&#8243; uncode_shortcode_id=&#8221;122579&#8243;][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;158149&#8243;]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.[\/vc_column_text][\/vc_column][vc_column column_width_percent=&#8221;100&#8243; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_visibility=&#8221;yes&#8221; medium_width=&#8221;0&#8243; mobile_visibility=&#8221;yes&#8221; mobile_width=&#8221;0&#8243; width=&#8221;2\/12&#8243; uncode_shortcode_id=&#8221;187723&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;178272&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;141&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;157767&#8243;][vc_empty_space empty_h=&#8221;1&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;0&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;688371&#8243;][vc_column column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;5\/12&#8243; uncode_shortcode_id=&#8221;520332&#8243;][vc_row_inner][vc_column_inner width=&#8221;1\/4&#8243;][\/vc_column_inner][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;2\/4&#8243; uncode_shortcode_id=&#8221;155920&#8243;][vc_custom_heading text_size=&#8221;fontsize-210105&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;483259&#8243;]Result[\/vc_custom_heading][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;454075&#8243;]A new brand capable of generating trust, connection, and genuine affection with those who need support the most: Brazilian mothers.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=&#8221;1\/4&#8243;][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=&#8221;7\/12&#8243;][vc_single_image media=&#8221;24&#8243; 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position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;383516&#8243;][vc_row_inner row_inner_height_percent=&#8221;100&#8243; back_image=&#8221;21&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; uncode_shortcode_id=&#8221;124459&#8243;][vc_column_inner column_width_percent=&#8221;100&#8243; position_vertical=&#8221;middle&#8221; align_horizontal=&#8221;align_center&#8221; gutter_size=&#8221;3&#8243; override_padding=&#8221;yes&#8221; column_padding=&#8221;2&#8243; overlay_alpha=&#8221;50&#8243; shift_x=&#8221;0&#8243; shift_y=&#8221;0&#8243; shift_y_down=&#8221;0&#8243; z_index=&#8221;0&#8243; medium_width=&#8221;0&#8243; mobile_width=&#8221;0&#8243; width=&#8221;1\/1&#8243; uncode_shortcode_id=&#8221;168982&#8243;][vc_empty_space empty_h=&#8221;2&#8243;][vc_custom_heading text_color=&#8221;color-239695&#8243; heading_semantic=&#8221;p&#8221; text_font=&#8221;font-698945&#8243; text_size=&#8221;fontsize-139370&#8243; text_weight=&#8221;300&#8243; text_transform=&#8221;uppercase&#8221; uncode_shortcode_id=&#8221;172002&#8243; text_color_type=&#8221;uncode-palette&#8221;]MANIFEST | JO\u00c3O &amp; MARIA[\/vc_custom_heading][vc_column_text text_lead=&#8221;yes&#8221; uncode_shortcode_id=&#8221;176012&#8243;]Motherhood is one of the most exciting and<br \/>\nincredible events in life.<br \/>\nBut mothers&#8217; daily lives aren&#8217;t just filled with joy.<br \/>\nIt also has its challenges and concerns.<\/p>\n<p>As Brazilians and health experts,<br \/>\nwe use our knowledge to support families in their new discoveries.<br \/>\nWe understand that this experience can and should be easier.<\/p>\n<p>To achieve this, we deliver not only high-quality, safe, and affordable products.<br \/>\nBut also a source of support, care, and information<br \/>\nfor all caregivers.<\/p>\n<p>We welcome and walk hand in hand with mothers<br \/>\nduring important stages of their babies&#8217; lives.<br \/>\nAlways together, experiencing the small and large rewards<br \/>\nthat transform all dedication into joy.<\/p>\n<p>In the form of smiles, kisses, hugs, laughter, and affection.<\/p>\n<p>With love,<br \/>\nJo\u00e3o e Maria[\/vc_column_text][vc_empty_space empty_h=&#8221;2&#8243;][\/vc_column_inner][\/vc_row_inner][vc_empty_space empty_h=&#8221;1&#8243;][\/vc_column][\/vc_row][vc_row unlock_row_content=&#8221;yes&#8221; row_height_percent=&#8221;0&#8243; override_padding=&#8221;yes&#8221; h_padding=&#8221;2&#8243; top_padding=&#8221;0&#8243; bottom_padding=&#8221;3&#8243; overlay_alpha=&#8221;50&#8243; gutter_size=&#8221;3&#8243; column_width_percent=&#8221;100&#8243; shift_y=&#8221;0&#8243; z_index=&#8221;0&#8243; content_parallax=&#8221;0&#8243; uncode_shortcode_id=&#8221;531161&#8243;][vc_column width=&#8221;1\/1&#8243;][vc_single_image media=&#8221;140&#8243; media_width_percent=&#8221;100&#8243; uncode_shortcode_id=&#8221;108197&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>BRANDING &amp; 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