Despite its origins in a family business that has been part of Chapecó’s real estate development market for the last 30 years, Costella Empreendimentos was established as a brand new company. It’s the same market segment the owners always dealt with, but the new company should be bolder and contemporary.
Estúdio Alice started working on this project when the new company was still in embryonic stage. Business-wise, everything was still a sketch. It was both challenging and perfect, since we were able to develop a new brand while a brand new company was being developed. We could step in and talk about positioning in a broad sense. That helped us define the company’s stance in graphic form, as well as in other communication strategies.
We were all clear about what the company meant when we got to logo development. Costella should be a new option within a market segment that is dealing with new technology, evolving products and new safety requirements. But, mostly, it should deal with the well-being of families who want to live harmonically and sustainably with the environment. It’s a positioning that turns the company into a trail-blazer for the local market. The logo should follow organic trends, getting away from all the squares and straight lines that are common in this segment. It should also be lighter – not only light colors, but also light shapes and light in its applications. These elements were decisive for the whole project.