dorflex.

a familiar brand with an identity that had spread thin.

Dorflex is a muscle-relaxant brand from Sanofi and one of the most familiar medication brands in Brazil, a 100% Brazilian brand with more than fifty years of history. Over time, its visual assets had multiplied and drifted apart: a set of loose elements with little integration between them.

A recognised brand is not the same as a brand with a system. Without structure, every application becomes an isolated decision.

turn scattered assets into a cohesive, recognisable and scalable system.

Organise, expand and strengthen Dorflex's identity, turning a scattered set of assets into a cohesive, recognisable and scalable visual system. Part of the challenge was getting Dorflex's brasilidade right: visuals and details drawn from everyday Brazilian life, vernacular and specific, never generic or imported.

start from what's already familiar, then build the structure.

The work began by organising Dorflex's brand assets and directing a narrative that actually made sense: starting from what was already familiar to the consumer, discarding what was excess, and putting the spotlight on the differentiators that mattered.

Campaign assets that had been treated as disposable were elevated into brand identity assets, raising the brand to a higher level. The result was structured into a complete, intuitive brandbook, built for documentation and for spreading the system across teams.

Aline led the curation and creative strategy across this work, and shaped the documentation that turned the system into something teams could apply.

from loose elements to a system that scales.

The project took Dorflex from a brand with loose, poorly integrated visual elements to a proprietary, efficient system that reinforces brand presence and eases application at scale. Dorflex is the best-selling medication in Brazil, a brand that, by public press reports, sells on the order of 56 tablets every second and has ranked among the three brands growing fastest in admiration in the country: the kind of brand equity a coherent system is built to protect.

a brand gets stronger when its assets become a system.

Recognition alone does not scale. What scales is the structure behind it: a proprietary system that makes every application reinforce the brand instead of diluting it.