Ekos perfume launches globally with brand strategy by Tátil Design

After 25 years of creative collaboration, Tátil Design and personal care group Natura have launched the Ekos perfumery line Ryos, in a celebration of Amazonian culture, biodiversity and design innovation.

As Natura’s long time creative partner, Tátil Design has played a vital role in shaping the identity of Ekos – celebrated for its sustainable approach and Amazonian ingredients.

What began with Tátil Design developing the original Ekos identity has evolved into a global branding of Ryos. The mission is to elevate the fragrance line across international markets, using creativity as a force for positive impact.

Tátil Design is a branding consultancy that accelerates growth by finding original ideas based on brand origins.

The bottle is shaped like a river carved stone, embodying the natural beauty of the region. The range’s name, Ryos, uses ‘Y’, the Tupi symbol for water, to replace the ‘i’ in ‘rios’ (rivers), blending indigenous language with poetic intent.

The design consultancy collaborated with 17 Amazonian artists specialising in the famed ‘Abridores de Letra’ (interpreters of text) to embed authentic local artistry into the brand and packaging, identifying distinctive elements of the craft and translated it into the work, seamlessly integrating them into the Ekos typography, enriching the overall visual language and packaging.

Tátil Design’s team travelled deep into the forest, consulting locals and experiencing authentic culture. This first hand experience informed every aspect of the creative process, ensuring the final product aligned perfectly with Natura’s commitment to authenticity and sustainability.

‘The Amazon isn’t just the setting – it is the protagonist,’ said Julia Liberati, creative director at Tátil Design, who has family roots in the Amazon region. ‘We wanted to express the region’s soul through strategy and design. By completely immersing ourselves in the area, its people and its culture, we were able to create something that speaks with heart and intention.’

‘Tátil Design lives and breathes who we are,’ said Fernanda Lopes, global brand manager at Ekos. ‘Its approach feels like a natural extension of our brand. The team went above and beyond on this project and the results are exceptional, resonating on a more profound level than we could have hoped for.’

Fred Gelli, CEO at Tátil Design, said: ‘Ryos highlights something essential to our way of creating: designing with, not for. We immersed ourselves in the logic of the forest itself –from the flow of the river to the unique culture that emerges from it. We like to say that design simply gives form to what nature already does. Everything here is co-authored.’