Project brings the creation of verbal, visual identity and positioning of Xtellar and Upsyde
CBA B+G is responsible for the design of branding e design of two new Braskem brands. They are Xtellar, brand of filaments and pellets for 3D printing; and Upsyde, focused on transforming plastic waste that is difficult to recycle.
Xtellar’s mission is to help a new generation of engineers, entrepreneurs and designers to shape a smarter future through innovative solutions for 3D printing, offering filaments and pellets exclusive products for the most diverse applications in the additive manufacturing segment, including a special line focused on reducing environmental impact.
It fell to the agency from the development of strategy and brand positioning, materialized in the concept “Shaping a smarter future together”, to the we, visual identity and tone of voice. The work also included the development of a modular solution for packaging, optimizing production and printing costs.
J a Upsyde, joint venture of Braskem with Terra Circular, a company with patented and proprietary technology capable of converting plastic waste that is difficult to recycle into circular end products. By putting into practice a creative and disruptive model for dealing with this type of waste, Upsyde reconciles sustainability and innovation.
CBA B+G’s branding project, which also went through wevisual and verbal identity and positioning (“Smart upcycling for a circular & sustainable future”), was inspired by the term “Upcycling“, which illustrates the act of transforming discarded materials into something even better. The entire imagistic universe was thought from the idea of forming something bigger and more valuable from fragments, in a simple and flexible graphic resource.
