Swift Reimagined: Elevating Brand Identity and Consumer Trust
SCENARIO
Swift, the world's largest animal protein company, revolutionized the industry with an exclusive freezing process, aiming to create new consumption habits and establish closer relationships with consumers. Despite being a familiar brand to Brazilians, Swift had experienced a decline in market presence in recent years, leading to a loss of awareness and sales.
OBJECTIVES
The primary objective for Swift was to renew its brand identity, educate consumers, and overcome prejudices against frozen meat. Leveraging its unique freezing technology, Swift aimed to deliver higher quality, freshness, and sustainability to the table. The project sought to introduce a new design and brand experience to communicate this innovation effectively to consumers.
CHALLENGES
Swift faced several challenges, including the need to communicate its differentiators effectively, address consumer biases against frozen meat, and revitalize its market presence amidst declining sales and awareness.
SOLUTION
Inspired by the communication style of traditional neighborhood butchers, we developed the concept of "the talking store," presenting Swift's innovations in a more familiar and approachable manner. This involved redesigning the brand, packaging, and consumer experience in both company-owned stores and retail outlets, promoting new purchasing flows and more attractive merchandising.
Leading the development of new stores, I coordinated the architectural and visual merchandising projects for more than 50 locations. Acting as the central element between client needs and technical limitations of each physical space, I directed the execution of architectural designs, ensuring that branding, wayfinding, and store design were implemented with excellence. I also played a key role in the redesign of packaging lines, contributing to product architecture definition, photography direction, and technical feasibility studies in collaboration with suppliers.
OUTCOME
The rebranding efforts positioned Swift as a more accessible, reliable, and recognized brand. It revolutionized the frozen meat market, creating a unique consumer experience focused on variety and quality that transformed purchasing habits. With over 50 store projects developed, Swift achieved a record increase in local sales growth, solidifying its position as an industry leader.
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