Hey there. (˵ •̀ ᴗ - ˵ ) ✧

I'm Rafaela Belmonte. Millennial mind with a Gen Z heart.
Creative art director based in Santos, Brazil.

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DSM · Project ben

Branding
Packaging

Sanavita

Rebranding
Campaigns

Johnson & Johnson

Campaigns

Eurofarma · OAZ

LAUNCHING CAMPAIGN

NAGAMERU

BRANDING

CORE Core

Branding

Movimento ELA

Branding

Burakos

REbranding

Projeto ben

The democratization of nutrition starting with an egg.

Client
DSM

Role
Art direction, conceptual creative strategy and packaging design.

Year
2021

Project ben (Better Eggs for Nutrition) is a DSM's worldwide initiative to reduce childhood malnutrition significantly while providing income for smallholder farmers with all the help needed.The whole visual identity was created to bring ethnic-social representation, with a responsive logo according to the country and region where the project is located.

Besides creating the brand's naming, visual identity and packaging - in Brazilian Portuguese, Spanish, and English - we also created a launching event in the same city that the project started. We celebrated the farmers, their kids and the whole local community with a cooking workshop and branded goodies.

30 mil 🥚 ovos produzidos por dia.
50 mil 🍳 pessoas impactadas por dia.

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Sanavita

A new identity for a pioneering women's care brand.

Client
Sanavita

Role
Art direction and conceptual creative strategy.

Year
2022

Sanavita's rebranding represents a significant evolution in its visual and conceptual identity as it approaches its 40th anniversary.The updated logo presents a contemporary and bold aesthetic that seamlessly adapts to various applications, meeting the demands of Sanavita's new phase and reaffirming its position in the market after four decades of growth and innovation.

Moving away from a monochromatic purple scheme, this transformation reflects the brand's commitment to modernity by incorporating a color palette to better visualize each category of their products.

Campaign

Fitness line launch

Campaign

Mother's Day

We prepared a surprise for Carol Borba, Sanavita’s main fitness influencer, for her very first Mother’s Day as a mom.Everything was coordinated in the background for her to think this was just another routine video for the brand. Then, her mother walked in with a special photobook, filled with pictures of the three generations.

Campaign

International Woman’s Day

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Eurofarma · OAZ

The new personal care product line that has everything best for you.

Client
Eurofarma

Role
Art direction and conceptual creative strategy.

Year
2022

Eurofarma's new product line was created to bring more convenience and cost-effectiveness to consumers. To convey these aspects, we based our approach on new digital behaviors—dances, reacts, and tutorials—allowing us to create a more fluid and contemporary communication.

To make everything even more fun, the different categories of the product follows a responsive design system using colors and gradients.

🧴 Key visual approved by 88% of the target audience.*

*Survey conducted by the client

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Johnson & Johnson Consumer Health

Humanized communication for all employees.

Client
Johnson & Johnson

Role
Art direction and conceptual creative strategy.

Year
2021

Campaign
Return to the workplace

During the immunization of the population against COVID-19, Consumer Health invites its employees back to the physical space that has been missed.

Um movimento da Johnson & Johnson para cuidar da saúde das famílias brasileiras (que trabalham em outras empresas).

Um guia de bolso para o retorno ao local de trabalho com dicas e sugestões para que outras empresas possam - assim como a J&J - praticar um endomarketing mais empático, sem deixar de ser extremamente informativo.

Campaign
Movimento de inovação

Embracing digital trends in preparation for the transition to Kenvue, J&J was setting the stage for future growth and innovation.

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NAGAMERU

The hip and happening Japandi interior design studio invites you to admire the beauty in the details.

Client
𝒙

Role
Naming, art direction and design.

Year
2023

Nagameru (眺める) means to gaze something for a continuous period of time in Japanese.The name reflects the brand's philosophy and design aesthetic, which emphasizes creating furniture that invites the user to slow down, appreciate the beauty around them, and take a moment to simply gaze and reflect.

The little eyes are intentionally placed on the ru (る) suffix, which, in Japanese grammar, is added to verb stems to indicate the present tense. This detail associates the brand with perception, mindfulness, and focus with a touch of quirkiness.

A tribute to One and Three Chairs, Joseph Kosuth (1965).The piece consists of a chair, a photograph of the chair, and a dictionary definition of the word "chair". By assembling these three alternative representations, Kosuth turns a simple wooden chair into an object of debate.

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CORE core

Digital detox through reconnecting with the true essence within.

Client
𝒙

Role
Naming, art direction and design.

Year
2023

CORE Core, inspired by a TikTok organic trend, focuses on tackling overconsumption and digital overload. By curating meaningful experiences and fostering community support, we encourage members to disconnect from constant stimulation and reconnect with their authentic selves.

The visual elements strike a balance between VCR pixelated icons and a retro digital typeface, creating a direct contrast with the organic shapes in our logo: Representing the dichotomy between our true essence and the excesses of our virtual personas.

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Burakos

Cultural resistance space where barriers dissolve and diversity thrives.

Client
Burakos

Role
Naming, art direction and design.

Year
2023

Just as holes reveal hidden depths, Burakos fosters an environment where unique traditions come to light, promoting unity and social justice through vibrant festivals and events.

Festivals are a powerful tool to promote equality and social justice. More than celebrations; they are sacred spaces where barriers dissolve and diversity thrives.

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Movimento ELA

Social and cultural movement that embodies the voice, strength, and power of women.

Client
Movimento ELA

Role
Art direction.

Year
2023

The Ela Movement is envisioned, produced, and led by women, featuring a program that discusses women's leadership in cultural production, specifically focusing on women from the Baixada Santista region. It uses art and culture as a catalyst for women's empowerment and their diversity.

The focus is on promoting and highlighting their work within the social and political spheres, with a "by women for women" approach. The movement believes in the autonomy and authenticity of the women of Baixada Santista.

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Avidago Tattoo

Personal branding for a Brazilian tattoo artist.

Client
Nathalia Avidago

Role
Art direction and design.

Year
2020

A celebration of nature and individuality. Nathalia's natural-inspired tattooing style reflects her Brazilian roots with the use of tropical foliage colors. Her logo incorporates her initials, "N" for Nathalia and "AV" for Avidago.