More than a happy ending.

Developing strategy and trade dress for the brand receita d’NOIVA was understanding the emotion and thoughts of those who are preparing for the long-awaited wedding day.

What was the challenge to be solved by Criamia?

There was no question that the team at Receita d’NOIVA has an amazing job comprising personal nutrition, coach and trainer.  We just needed to identify the differential of the group and the needs of the brides they served. When we were contacted by the business’ members, they still had no name for this startup.

What is the solution?

Take care of whoever takes care of the whole wedding organization.

First we talked to brides, followed them and understood what they needed. They need everything the program offers, because they do not have time to take care of them and of their physical and psychological health in view of so many things to be solved. However, they also need something else: they needed someone to listen to them at all times, take care of their choices and their crises. We needed to develop something that would deliver all that.

What is the result?

“Mens sana in corpore Sano” (Healthy Mind in a Healthy Body). Strategy and Trade Dress for the Wedding day.

The first stage of the trade dress and strategy project, after the field surveys and diagnostic workshop with company’s members, was the development of a name suitable to the project, which represented this customized package for brides. We created the name Receita d’Noiva (Bride’s Recipe). A recipe that does not mean only food, but also the psychological aspect, involving care, affection and responsibility. The Receita d’Noiva program delivers a set of services to prepare and assist the bride. A customized food plan; nutrition focused on a healthy bride. Work-out with a personal trainer to prepare the bride for the long partying hours (before and after party). Nutrition coaching to assist the development of emotional intelligence and provide hints to allow self-improvement. Practical and healthy food, personal cook and even someone available to do the shopping!

After defining this service program, we needed to deliver an even more complete strategy. For this, we developed the Fairy Godmother character. Yes! Every bride deserves a fairy godmother and in the Receita d’Noiva program, the brides’ first contact is with this fairy godmother.

To wrap up this whole process, a magic shooting session to record every detail and show the bride how she is already beautiful and ready for the big day.

The brand represents the bride’s coronation. It is her princess day. But she is not a traditional princess, she is beautiful and lifts heavy weights to be there. The weight at the base of the crown also refers to the personal trainer. The top of the chef’s hat recalls the cook service. And the heart ends is a reference to the personal coach and the importance of taking care of the bride’s feelings.

The perfect day begins inside you.