Rebranding a brand requires energy and great responsibility. The challenge is even greater when it involves a century-old institution. To mark its 100th anniversary in 2025, Frísia Agroindustrial Cooperative decided to review its identity and branding strategy.

In a collaborative process that involved cooperative members, from the pioneers in Carambeí (Brasil) to the younger ones in Tocantins (Brasil), a new identity was developed that seeks to balance tradition, boldness, and the constant pioneering spirit that the brand embodies.

The brand has been updated to reflect the grandeur of a history that is always in motion,

setting the stage for the company’s centennial. It also represents the modernization of the cooperative and its operations, characterized by the presence of its people—its members—who believe in the power of unity.

Brand evolution.

Drawing from the narrative of its pioneers and the ongoing flow of innovation that invites everyone to contribute their stories to that of the cooperative, the brand now carries the sentiments of pioneering spirit and a human-centered approach, demonstrating that even the past, which is a great source of inspiration, does not prevent Frísia from evolving and modernizing.

This is an extensive project that extended into communication strategies, renewing the institution’s visual and verbal expressions. With the concept “Believe. Cooperate. Transform.” and a new brand architecture that intelligently organizes and highlights the institution’s initiatives, the cooperative is preparing for its new future by using an ecosystem that promotes both tradition and brand expansion.

Project developed in collaboration with Bruno Viana and Thiago Mattar.