Nectar is the healthy fast food for those who have no time to waste and are very hungry to live. The creation of the brand’s tone of voice had the objective of seducing people to try a new kind of food: fast but not trash! In other words, fast food, but healthy and balanced. The brand speaks in a rebellious, funny and highly sensorial way, with expressions that melt in the mouth and make people fall in love with Nectar even before the first bite.

A brand that was born to break eating patterns and challenge the idea that fast food cannot be healthy. This is Nectar, a balanced mix between the archetypes of the hero and the outlaw. Weird? No, after all he is the fast food that will save you from ultra-processed foods and challenge, without mincing words, anyone who says it is impossible. That is why the tagline Fast but Not Trash!

The goal was to express and reveal, as clearly as possible, the personality of this brand, which was hidden behind a standardized vocabulary of healthy restaurants and fast food. In other words, it was necessary to abandon a language that did not communicate the revolutionary values of Nectar, nor did it engage its consumers. That’s why the brand’s new tone of voice goes against the competition, telling the truth about processes and ingredients, demystifying food villains. All this with a good dash of good humor and digital language.

Shortly after starting to use its new language and tone of voice, Nectar started a conversation with its consumers on digital, that doubled its engagement on social networks. Offline, phrases such as “Fast but not Trash” and “Everything that goes comes back, including this packaging” were used to communicate both the value proposition and the brand’s impact actions, such as, for example, the fact that all the packaging used is biodegradable. The verbalization of this type of brand action organically generated more shares and instagrammable moments in both the restaurant and the delivery.