FAPAJAL · It’s all about reinventing

Brand strategy
Brand architecture
Brand voice

Strategy and definition of brand architecture for Fapajal (Paper Factory of Tojal), a company that has been manufacturing tissue paper since 1755, which operates in two strands: mother coils and transformers. A new management brought with it the ambition to breathe new life into the company, starting the process from the inside out. The essence defined “Reinventing (our) paper” (in Portuguese paper also means role) refers to the capacity for continuous reinvention that guides the performance of Fapajal from its inception. Once the line has been drawn, communication has unfolded naturally, giving rise to the signature “Reinventing paper since 1755” and to a whole visual universe that assumes a human tone, close and accessible.