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#`            
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                                <span>Identidade verbal</span>

                            
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                                <span>Posicionamento</span>

                            
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                        <h1>TOASTED POTATO</h1>
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                        <h2>SOBRE</h2>
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                            <h2>Sobre o cliente</h2>
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                               <p>A Toasted Potato é uma marca jovem, disruptiva e versátil de fast food, fundada por uma família com o propósito de criar momentos inesquecíveis por meio da alimentação. O ingrediente principal da marca é a batata, que, recheada com uma ampla variedade de sabores, oferece opções que agradam a todos os tipos de paladar. A empresa tem conquistado rapidamente seu espaço no mercado alimentício do interior paulista, contando atualmente com 10 unidades distribuídas em 8 cidades. Com uma proposta inovadora e acessível, a Toasted Potato busca ampliar sua presença, com planos ambiciosos de expansão para o mercado nacional.</p>
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                               <p>A Toasted Potato busca se conectar com pessoas de diversas faixas etárias, principalmente das classes B e C, que apreciam batata e valorizam a criação de memórias através de experiências gastronômicas autênticas e flexíveis. Esse público prefere refeições de preparo rápido, com uma variedade de sabores, incluindo opções veganas, e que possam ser consumidas de maneira prática em qualquer ambiente — seja em um encontro, com amigos, no escritório ou em casa, quando a ideia é evitar cozinhar.</p>
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                            <h2>Desafio do Projeto</h2>
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                               <p>O grande desafio da Toasted Potato era comunicar de forma clara sua constante inovação e se posicionar como a escolha principal dos consumidores em diferentes momentos do dia a dia. Durante nossa análise, identificamos uma confusão no mercado, especialmente entre marcas com terminações semelhantes, como “-ed” (ex: &#8220;Roasted&#8221;, &#8220;Baked&#8221;), e com nomes que incluem &#8220;Potato&#8221; (ex: Big Potato, Prime Potato). Essa sobreposição gerava uma disputa de percepção, dificultando o destaque da Toasted Potato no segmento.</p>
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                               <p>Nosso objetivo foi diferenciar a marca de maneira estratégica, elevando seu patamar e criando uma identidade que refletisse sua autenticidade e proposta disruptiva. Para isso, focamos em construir uma comunicação que valorizasse a singularidade da experiência Toasted Potato — desde a versatilidade de sabores até a praticidade e a qualidade dos produtos. Ao reforçar esses atributos, buscamos consolidar a marca como referência no mercado de fast food, oferecendo não apenas refeições rápidas, mas momentos memoráveis para seus clientes.</p>
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                            <h2>Processo Criativo</h2>
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                               <p>No processo criativo, buscamos elementos onde a Toasted Potato poderia se diferenciar dos seus concorrentes, que são muitos semelhantes entre si. Começamos o design do logotipo pelo significado do nome, “batata tostada”, introduzindo o fogo como elemnto principal e enfatizando a batata no centro. Durante o refinamento, vimos que a batata sutilmente lembrava um sorriso. Então, criamos uma batata com um rosto sorridente para se conectar com o público. Na linguagem da marca, queríamos construir atributos de uma marca amigável, próxima, divertida e barulhenta, evocando a ideia de que, se ela fosse uma pessoa, seria alguém que é a “alma da festa”, alguém com uma presença difícil de ser ignorada. Na identidade visual, investimos em elementos maximalistas para construir esses atributos como cores fortes e os textos grandes.</p>
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