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This project aimed to develop an appropriate identity to Rose Petenucci’s brand, which was expressed through a material divided into three guides - The Brand, The Identity and The Environment. The proposal was developed based on the goal of structure a new possibility for the company communication management, focused on contemporary trends that explore more than just utilitarian and aesthetic aspects of the brand’s components. This systematization took aim at standardizing the brand as a whole, and by we sought to address the valuation of the experience and how this adds to consumer engagement through concrete, real and impactful experiences.