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Brand at hypergrowth
the systems that kept a brand coherent while a foodtech scaled 14 times over.
Liv Up was one of Brazil's fastest-growing foodtech startups, mid scale-up and moving fast. New people, new cities and new channels were added every month, faster than any brand manual could keep up with.
A brand built for a 35-person team does not automatically work for a 500-person one. Without a system, coherence becomes a daily negotiation.
scale the brand without letting it fragment into thirty versions of itself.
Lead branding and communications through hypergrowth: keep the brand coherent and emotionally resonant while the company multiplied in size, cities and touchpoints. And build a clear brand narrative for an audience that knew the product well, but knew little about what the brand actually believed.
Aline led the branding and communication team, working across brand architecture, creative direction and internal alignment. She spearheaded a full rebranding initiative, run with Interbrand and MindMiners: an updated visual identity, brand voice and strategic guidelines, designed for a cohesive, authentic presence across packaging, web, social media and digital campaigns.
The point was never just a new look. It was a system the growing team could actually use to make consistent decisions.
The first step was research with potential target audiences, to cluster the audience and ground every decision that followed.
A brand architecture built to flex, because startups pivot, so new lines and formats always had a place to land.
A brand voice, narrative and key messages that let anyone, anywhere, write and design on-brand.
A visual system designed to scale across packaging, web, social, in-store and performance campaigns.
Continuous content production: launch photography, ongoing campaigns and influencer relations, all working from the same system.
the brand held through 14x growth.
Aline led Liv Up's brand, voice and visual direction, directing a team of more than 20 people across multiple areas, as the company grew from 35 to 500+ people and operations expanded from 2 to 30 cities by mid-2020. The rebrand and go-to-market work helped the company secure its Series C round, and the brand held through the pandemic, when foodtech delivery was tested hardest: revenue grew 120% across 2020 and Liv Up passed R$100 million.
Liv Up is the proof that a brand built for governance, with architecture, voice and decision rules, survives scale. The aesthetics were the visible part; the system was what held.