Founded in 1939 in the city of Caçador, Santa Catarina, Tedesco began its journey as a pulp and paper mill and, over more than eight decades, has established itself as one of the national benchmarks in its sector.
With production units in Santa Catarina and its own reforestation areas, the company operates in a sustainable cycle, producing pulp, kraft paper, recycled paper, corrugated cardboard packaging, and industrial bags that supply national and international markets.
Now celebrating its 85th anniversary, Tedesco continues to reinforce its purpose of generating development and creating the future through paper, transforming ideas into concrete achievements.
Credits
Strategy & Positioning Ésse Brands
Project Coordination Scheila Schuchovski
Visual Identity by Portulan
Creative Direction André Santos
Design Matheus Machado
Verbal Identity by Criatexto
Copywriter Renata Monteiro
Primo Tedesco's rebranding was conceived at a time of strategic transition marked by changes in management and the setting of new growth targets for the company.
This repositioning brought with it the challenge of modernizing the brand's identity without losing the essence built up over 85 years of history, preserving symbols deeply associated with its trajectory, such as the color red.
It was also essential to translate the attributes that define Tedesco, such as sustainability, proximity, and innovation, into image and communication, balancing tradition and vision for the future.
The brand platform is now underpinned by the values of bringing people together, solving problems, and developing, translated into institutional narratives and clearer, more inspiring, and conscious communication, capable of reinforcing the company's position of trust among its audiences.
The manifesto, tagline, and tone of voice were carefully structured to communicate with transparency and consistency, highlighting Tedesco as an agent of development and innovation.
The new visual identity preserved the color red, a historic symbol of the brand, but incorporated an expanded palette with tones associated with nature and sustainability, reinforcing the company's environmental commitment. The logo was redesigned to convey greater proximity, clarity, and accessibility, in line with the strategy of making the brand more human and welcoming.
With this, Tedesco repositions itself as a young, sustainable, and innovative brand, without giving up its history, but projecting itself with solidity and confidence for the next chapters of its trajectory.
