Madalê is a store that offers its public (mostly women aged between 24 and 35 years old) beauty products, bags and accessories. Having never explored branding and marketing tools with the aim of retaining its customers, the brand was a purchase option based on price or through referral. A scenario that left the brand stagnant and without relevance in its market niche. I understand the changes in behavior and consumption and the way people relate to brands today, Madalê started to move to change this scenario and position itself as a more welcoming brand and intends to strengthen relationships before selling its products.

The first step was to try to identify existing strengths in the company, whether in service or in speech (concept) to build a solid initial path in which the brand can follow in a coherent way and stand out as a brand. Bringing it closer to audiences that identify with its positioning and consequently become customers and brand advocates. And that makes it possible to expand the store in the coming years.

We built a new purpose for the brand, a warm and inviting verbal tone. It is a pop, democratic and relaxed visual expression that meets and converses with different audiences without losing its personality.

Today, as a result of this project, we can say that Madalê is a democratic store, a space that embraces all its customers and values natural beauty and their individuality. A space for everyone. A democratic brand – that opens the door to all audiences. Welcoming, which welcomes, understands and serves its various customers in an egalitarian way. Relaxed, a cheerful brand that transmits life and positivity. A brand for everyone.