Natura SOU


consumer goods


visual identity

Why do I need what I do not need?

Minimal impact, highest acknowledgement

Does sustainability equals expensive price tags? Natura faced this question as a challenge in a new project designed to engage people in conscious consumption. Products with low environmental impact are still perceived as expensive; Natura’s goal was to create a new line within an intermediate price range. Therefore, Questtonó, Tátil (idea designers) and Natura joined forces to tackle this new endeavour.


Why would I want what I don’t need? This was the premise conducting every stage of the Natura Sou project. Through ethnographic research with consumers and consultants from several Brazilian states, Questtonó got to outline what consumers deemed essential or unnecessary. The research investigated not only the sales process, but the product itself and how people dealt with product packaging.

It was paramount to optimize production and distribution systems; thus it was necessary to immerse into the packaging world and into technologies from other industries such as cars and beverages. The project also encompassed a creative integration of product, logistics, business and services by testing several possible scenarios.

Natura Sou uses 70% less plastic than conventional packaging, reducing impact throughout its entire life cycle. Production and logistics were simplified once a single-plant assembly line combined manufacturing and packaging. There is less wastage as any ‘Sou’ product can be used until the last drop and its packaging can be highly compacted, generating a smaller volume of residue. Following the release of ‘Sou’ line, the value of Natura’s shares increased by 5%. The line redefined the cosmetic packaging concept. The project received several awards: IF Design 2013, Brasil Design Award for ‘Best Project of the Year’, among others.