With 90 years of history, Fleury Group is one of the largest and most respected medical and health organizations in Brazil, reference to the medical community and public opinion for its excellence in customer service, innovation and technical quality.
a+ is Fleury's brand focused on low and middle class.
Strategically, how do you design a "B" brand from a "A" brand without damaging it's premium reputation, and, giving the "B" brand the value of the "A" brand without making it seem not affordable or too premium? This was our challenge. A typical case of Brazilian brand's transformation to a changing economy where brands must adapt to a powerful and very characteristic low and middle class. What a happy moment for Brazil and for us to be able to help create a more accessible country to a long forgotten socio-economic class.
a+ revolutionizes their segment by making quality services affordable and everyone's lives easier. The brand was designed inspired by consumers and their busy lives.
Every item was created to change the experience of a segment that is too functional and not inviting.
Fleury Group was so in love with this project that even the more conceptual experience items became reality.
This is a beautiful brand, inside and outside. I am very proud.
105 stores all over Brazil.
http://www.amaissaude.com.br
SERVICES:
- Brand Architecture
- Naming
- Logo Design & Visual Identity
- Innovation Strategy
- Retail Concept Design
