{"id":1831,"date":"2025-05-06T17:53:41","date_gmt":"2025-05-06T17:53:41","guid":{"rendered":"https:\/\/team-creatif.com.br\/cases\/maroni\/"},"modified":"2025-08-28T22:54:18","modified_gmt":"2025-08-28T22:54:18","slug":"maroni","status":"publish","type":"portfolio","link":"https:\/\/team-creatif.com.br\/es\/cases\/maroni\/","title":{"rendered":"MARONI"},"content":{"rendered":"

[vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb100″ override_padding=\u00bbyes\u00bb h_padding=\u00bb0″ top_padding=\u00bb0″ bottom_padding=\u00bb0″ back_image=\u00bb785″ back_attachment=\u00bbfixed\u00bb overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ auto_height_device=\u00bbyes\u00bb content_parallax=\u00bb8″ uncode_shortcode_id=\u00bb108648″][vc_column column_width_percent=\u00bb100″ gutter_size=\u00bb0″ expand_height=\u00bbyes\u00bb back_image=\u00bb785″ back_attachment=\u00bbfixed\u00bb overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_width=\u00bb0″ mobile_width=\u00bb0″ width=\u00bb1\/1″ uncode_shortcode_id=\u00bb545310″][vc_empty_space empty_h=\u00bb4″ desktop_visibility=\u00bbyes\u00bb][vc_empty_space empty_h=\u00bb5″ desktop_visibility=\u00bbyes\u00bb][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb76″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb2″ bottom_padding=\u00bb2″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb133283″][vc_column width=\u00bb1\/12″][\/vc_column][vc_column column_width_percent=\u00bb100″ position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb3″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_width=\u00bb0″ mobile_width=\u00bb0″ width=\u00bb7\/12″ uncode_shortcode_id=\u00bb175229″][vc_custom_heading heading_semantic=\u00bbh1″ text_font=\u00bbfont-377884″ text_size=\u00bbh6″ text_weight=\u00bb300″ uncode_shortcode_id=\u00bb209838″]MARONI[\/vc_custom_heading][vc_row_inner][vc_column_inner width=\u00bb2\/3″][vc_custom_heading text_size=\u00bbfontsize-210105″ text_transform=\u00bbuppercase\u00bb uncode_shortcode_id=\u00bb410929″]Impulsando al mundo con valent\u00eda para iniciativas sencillas y sostenibles.[\/vc_custom_heading][\/vc_column_inner][vc_column_inner width=\u00bb1\/3″][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column column_width_percent=\u00bb100″ position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb1″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_width=\u00bb0″ mobile_width=\u00bb0″ width=\u00bb2\/12″ uncode_shortcode_id=\u00bb115255″][vc_custom_heading text_color=\u00bbcolor-239695″ heading_semantic=\u00bbp\u00bb text_font=\u00bbfont-377884″ text_size=\u00bbh6″ text_weight=\u00bb300″ text_transform=\u00bbuppercase\u00bb uncode_shortcode_id=\u00bb692681″ text_color_type=\u00bbuncode-palette\u00bb]Branding[\/vc_custom_heading][vc_empty_space empty_h=\u00bb0″][vc_separator sep_color=\u00bbcolor-149387″ uncode_shortcode_id=\u00bb145646″ sep_color_type=\u00bbuncode-palette\u00bb el_width=\u00bb60%\u00bb][vc_empty_space empty_h=\u00bb0″][vc_custom_heading text_color=\u00bbcolor-239695″ heading_semantic=\u00bbp\u00bb text_font=\u00bbfont-377884″ text_size=\u00bbh6″ text_weight=\u00bb300″ text_transform=\u00bbuppercase\u00bb uncode_shortcode_id=\u00bb221356″ text_color_type=\u00bbuncode-palette\u00bb]estrategia de marca[\/vc_custom_heading][vc_empty_space empty_h=\u00bb0″][vc_separator sep_color=\u00bbcolor-149387″ uncode_shortcode_id=\u00bb145646″ sep_color_type=\u00bbuncode-palette\u00bb el_width=\u00bb60%\u00bb][vc_empty_space empty_h=\u00bb0″][vc_custom_heading text_color=\u00bbcolor-239695″ heading_semantic=\u00bbp\u00bb text_font=\u00bbfont-377884″ text_size=\u00bbh6″ text_weight=\u00bb300″ text_transform=\u00bbuppercase\u00bb uncode_shortcode_id=\u00bb206412″ text_color_type=\u00bbuncode-palette\u00bb]IDENTIDAD DE MARCA[\/vc_custom_heading][vc_empty_space empty_h=\u00bb0″][vc_separator sep_color=\u00bbcolor-149387″ uncode_shortcode_id=\u00bb145646″ sep_color_type=\u00bbuncode-palette\u00bb el_width=\u00bb60%\u00bb][\/vc_column][vc_column column_width_percent=\u00bb100″ gutter_size=\u00bb3″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_visibility=\u00bbyes\u00bb medium_width=\u00bb0″ mobile_visibility=\u00bbyes\u00bb mobile_width=\u00bb0″ width=\u00bb2\/12″ uncode_shortcode_id=\u00bb165248″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb0″ bottom_padding=\u00bb0″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb862556″][vc_column width=\u00bb1\/1″][vc_single_image media=\u00bb746″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb140101″][vc_empty_space empty_h=\u00bb1″ medium_visibility=\u00bbyes\u00bb mobile_visibility=\u00bbyes\u00bb][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb3″ bottom_padding=\u00bb3″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb478045″][vc_column column_width_percent=\u00bb100″ position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb3″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_width=\u00bb0″ mobile_width=\u00bb0″ width=\u00bb5\/12″ uncode_shortcode_id=\u00bb794817″][vc_row_inner][vc_column_inner column_width_percent=\u00bb100″ gutter_size=\u00bb3″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_visibility=\u00bbyes\u00bb medium_width=\u00bb0″ mobile_visibility=\u00bbyes\u00bb mobile_width=\u00bb0″ width=\u00bb2\/12″ uncode_shortcode_id=\u00bb207805″][\/vc_column_inner][vc_column_inner column_width_percent=\u00bb100″ position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb3″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_width=\u00bb0″ mobile_width=\u00bb0″ width=\u00bb9\/12″ uncode_shortcode_id=\u00bb155920″][vc_empty_space empty_h=\u00bb4″ desktop_visibility=\u00bbyes\u00bb][vc_custom_heading text_size=\u00bbfontsize-210105″ text_transform=\u00bbuppercase\u00bb uncode_shortcode_id=\u00bb147456″]El desaf\u00edo[\/vc_custom_heading][vc_column_text text_lead=\u00bbyes\u00bb uncode_shortcode_id=\u00bb359397″]Con la expansi\u00f3n del negocio, la empresa familiar Maroni, que ya operaba en transporte (Maroni) y log\u00edstica (Marlog), necesitaba reorganizar su identidad y posicionamiento para integrar nuevas empresas: una empresa de alquiler de equipos y un concesionario de neum\u00e1ticos. El reto era alinear la visi\u00f3n, las marcas y la comunicaci\u00f3n, creando unidad sin perder la fuerza individual de cada negocio.[\/vc_column_text][vc_empty_space empty_h=\u00bb2″ desktop_visibility=\u00bbyes\u00bb][\/vc_column_inner][vc_column_inner width=\u00bb1\/12″][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=\u00bb7\/12″][vc_empty_space empty_h=\u00bb1″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb0″ bottom_padding=\u00bb0″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb178272″][vc_column width=\u00bb1\/1″][vc_single_image media=\u00bb767″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb864784″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb0″ bottom_padding=\u00bb0″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb825432″][vc_column column_width_percent=\u00bb100″ position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb3″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_width=\u00bb0″ mobile_width=\u00bb0″ width=\u00bb6\/12″ uncode_shortcode_id=\u00bb520332″][vc_row_inner][vc_column_inner width=\u00bb1\/12″][\/vc_column_inner][vc_column_inner column_width_percent=\u00bb100″ position_vertical=\u00bbmiddle\u00bb gutter_size=\u00bb3″ overlay_alpha=\u00bb50″ shift_x=\u00bb0″ shift_y=\u00bb0″ shift_y_down=\u00bb0″ z_index=\u00bb0″ medium_width=\u00bb0″ mobile_width=\u00bb0″ width=\u00bb11\/12″ uncode_shortcode_id=\u00bb155920″][vc_empty_space empty_h=\u00bb1″][vc_custom_heading text_size=\u00bbfontsize-210105″ text_transform=\u00bbuppercase\u00bb uncode_shortcode_id=\u00bb272800″]La soluci\u00f3n[\/vc_custom_heading][vc_column_text text_lead=\u00bbyes\u00bb uncode_shortcode_id=\u00bb208692″]Estructuramos y abandonamos la arquitectura de marca mixta y creamos el Grupo Maroni, que unific\u00f3 todas las operaciones bajo una \u00fanica visi\u00f3n estrat\u00e9gica. Nombramos y posicionamos las nuevas empresas TKS, enfocada en alquileres y con un nombre inspirado en el \u00abgracias\u00bb de la radio de los camioneros, y Maxx, dedicada a los neum\u00e1ticos y con un nombre fuertemente arraigado en los or\u00edgenes familiares de Xaxim, Santa Catarina. Definimos plataformas de marca \u00fanicas y alineadas para cada negocio. Creamos un universo verbal y visual propio, con s\u00edmbolos y elementos que expresan robustez, simplicidad, agilidad y durabilidad. El rinoceronte fue elegido como el \u00edcono del grupo: un s\u00edmbolo de fuerza y coraje. La identidad combina una tipograf\u00eda s\u00f3lida, un amarillo vibrante y un \u00edcono din\u00e1mico que se adapta a diferentes contextos, reflejando la versatilidad y la constante evoluci\u00f3n de las empresas del grupo.[\/vc_column_text][vc_empty_space empty_h=\u00bb2″][\/vc_column_inner][\/vc_row_inner][\/vc_column][vc_column width=\u00bb6\/12″][vc_empty_space empty_h=\u00bb1″][vc_single_image media=\u00bb746″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb182371″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb2″ bottom_padding=\u00bb0″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb462195″][vc_column width=\u00bb1\/1″][vc_single_image media=\u00bb764″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb192276″][vc_empty_space 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column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb844347″][vc_column width=\u00bb1\/1″][vc_single_image media=\u00bb785″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb203959″][vc_empty_space empty_h=\u00bb1″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb0″ bottom_padding=\u00bb0″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb844347″][vc_column width=\u00bb1\/1″][vc_single_image media=\u00bb753″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb246169″][vc_empty_space empty_h=\u00bb1″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb0″ bottom_padding=\u00bb0″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb844347″][vc_column width=\u00bb1\/1″][vc_single_image media=\u00bb754″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb172686″][vc_empty_space empty_h=\u00bb1″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ top_padding=\u00bb0″ bottom_padding=\u00bb0″ overlay_alpha=\u00bb50″ gutter_size=\u00bb3″ column_width_percent=\u00bb100″ shift_y=\u00bb0″ z_index=\u00bb0″ content_parallax=\u00bb0″ uncode_shortcode_id=\u00bb844347″][vc_column width=\u00bb1\/1″][vc_single_image media=\u00bb757″ media_width_percent=\u00bb100″ uncode_shortcode_id=\u00bb868826″][vc_empty_space empty_h=\u00bb1″][\/vc_column][\/vc_row][vc_row unlock_row_content=\u00bbyes\u00bb row_height_percent=\u00bb0″ override_padding=\u00bbyes\u00bb h_padding=\u00bb2″ 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