Mor is the world's largest producer of beach chairs. Over the past 60 years, their home and leisure products became part of Brazilian culture as popular symbols that connect generations through feel-good moments. Despite being present in almost all supermarkets, beach and sports stores in the country, Mor never built its brand, meaning that many people have and use its products daily without recognizing the brand by name.
How to build a brand world that is captivating enough to remind people Mor is already part of their lives? If Mor products are designed to make life smoother and increase good moments, our society is colonized by the cult of busyness: a place where every minute of our free time should be a moment to get better and be the best version of ourselves. From the new brand strategy, Mor started to fight the belief system that pleasure comes with guilt and stand up for the idea that life expands when you let it loose for a bit.
Do you know the feeling you get once you stretch your peace for a little while? When you allow yourself to be at ease and happy for a minute more? That's where the brand new narrative and communications platform is built around. And we even have a word for it!
With a playful and relatable tone of voice, every brand communication is now centered by a joyful central concept: Desbloqueie a Molezinha (Unlock the Molezinha). "Molezinha" is a popular and cheerful Brazilian slang that refers to a moment in time when we create space to enjoy a permissive and pleasurable experience that won't hurt anybody.
Molezinha accepts multiple definitions and knows how to laugh at itself. From taking your beloved cooler to the rooftop on a Tuesday night to having a light ladder you trust to help you change the light bulb, Molezinha is about daring to stay in peace, help yourself in the present and enjoying a more relaxed version of reality. With this north star idea in mind, we built a community of effervescent creators from multiple Brazilian regions, designed an iconic visual system and crafted an always on content strategy that made people celebrate their daily Molezinhas. Representing Brazilian culture through true wide and positive lenses, our strategy reshaped the brand and made people love the fact that Mor is present in their lives.