| Industry: | Consumer Science Company |
| Client: | Terraflos Inc ® |
| Year: | 2025 |
How we approached the brand architecture and rebranding of the first Consumer Science company in Latin America.
| Team Funka: | Project Manager Brand Manager Art Director Graphic Designer Web Developer |
| Duration: | 4 months |
Scope of Work
Research & Analysis
Brand Strategy
Brand Architecture
Visual Identity
Storytelling Guidelines
Brief
We are the first Consumer Science Company in Latin America,” Facundo Garretón told us. And the team dove headfirst into researching and understanding the landscape to co-create a brand architecture that couldn’t be further from copy-paste. We were facing the exciting challenge of building a brand for a truly innovative business model.
Terraflos®, a company focused on creating bioactives through cellular agriculture and synthetic biology, was at a pivotal point of evolution: transitioning from a B2B model to incorporating mass-consumer brands supported by a robust e-commerce strategy.
One Step at the Time
From the outset, it was clear that our initial focus would be on the three commercial brands within the group: Vitalis Navitas, NutriCo, and the new skincare brand. We needed to answer, among others, the following questions:
What is the conceptual storytelling thread that links these brands to their parent and sister brands?
- What is the best way to connect the commercial brands with the parent brand?
- What type of endorsement should we apply?
- How should that endorsement be visually expressed?
1. Portfolio Structuring
We organized Terraflos®’ brands into three key segments: dermocosmetics, supplements, and functional foods, with a tailored approach for different markets and audiences. This enabled more precise and effective communication aligned with each brand’s area of influence.
2. We Defined a Flexible, Phased Endorsement System
We established an endorsement system that allows Terraflos® to support its brands according to their level of maturity. Newer brands benefit from stronger institutional backing, while more established ones enjoy greater autonomy—always within the framework of the “Consumer Science Company” concept.
Additionally, we determined that products featuring a unique bioactive component developed by Terraflos® would receive a stronger, distinctive endorsement compared to other commercial brand products.
We call these WOW products—and that’s exactly how they should be communicated. Wow.
How to Express a Consumer Science Company?
3. Rebranding Terraflos®
We redesigned Terraflos®’ visual and verbal identity to better reflect its focus on biotechnology and science applied to health and well-being. We created a new key visual—more modern and accessible—that positions Terraflos® as a leading brand at the intersection of technology and biology, with consumers at the core.
«Biotech, experimental laboratory»
These were some of the words circulating as we brainstormed the visual foundations with the creative team.
It quickly became clear that the work required a conceptual restructuring of the visual identity, which culminated in the most comprehensive and complex brand guidelines we had created up to that point.
How would we define it?
We drew inspiration from the International Typographic Style and clean UI/UX design. We combined this with segmented, asymmetrical containers and replicated the hexagon—the core conceptual element of the entire identity—to create patterns that subtly echoed plant cell structures.
How would we define it?
We drew inspiration from the International Typographic Style and clean UI/UX design. We combined this with segmented, asymmetrical containers and replicated the hexagon—the core conceptual element of the entire identity—to create patterns that subtly echoed plant cell structures.
The presentation of the new key visual was a success—one that didn’t surprise us. We were excited to share the final outcome, confident that we had achieved a visual quality fully aligned with the strategic vision. They loved it!
Telling a compelling story is a crucial challenge for Terraflos—mainly because the complexity of its solutions stems from the scale of the problems they address. If we only talked about what they do, we would miss the true purpose behind the brand.
Terraflos’ mission and vision served as powerful raw material to craft a storytelling approach worthy of model brands.
It’s the story—the why, the what for, and the how—that will allow Terraflos to build greater recognition, enhance its reputation, and elevate brand equity.
We developed the key elements: message, context, characters, conflict, and resolution—not only for Terraflos but also for its three commercial brands, ensuring that the storytelling conveys the endorsement and clearly presents the relationship between the brands.
Additionally, we proposed a new tagline for the company:
The Consumer Science Company.
