A year and a half ago, the former GTFoods began a rebranding process to keep pace with the company's evolution and prepare its brands for a new phase of growth. This initiative is now taking shape with the name change to GTF, a new corporate identity, and the revitalization of key brands in its portfolio, such as Lorenz and Canção.

The transformation goes beyond visual identity. According to the company, the project aims to align how the company and its brands present themselves with new business strategies, preserving the history built over more than three decades while simultaneously creating an identity connected to the future.

GTF’s new chapter is driven by the purpose of "making the best happen" and seeks to convey attributes such as closeness, humanity, familiarity, and boldness. The new logo incorporates elements representing this vision: the "G" transforms into a smile, while the "F" points toward the future, symbolizing closeness, dynamism, and movement.

The shift from GTFoods also reflects the company's ambition to expand its brands' reach in Brazil and abroad. In this context, the rebranding extends to the brands closest to the consumer, introducing new communication territories, visual identities, and positioning strategies.

Rebranding extends to the brands

While the holding company's change represents an evolution at the corporate level, the initiative takes on new dimensions when it reaches the brands closest to the market.

Through this process, Lorenz and Canção are adopting clearer communication territories, reflecting the different business areas and audiences within GTF's strategy.

Lorenz—a century-old brand specializing in industrial ingredients derived from cassava starch—is adopting the concept "Creating what transforms." Its new identity incorporates the starch formula into a crest, reinforcing the brand's connection to science, knowledge, innovation, and efficiency.

For Canção, the rebranding aims to strengthen the emotional connection with consumers and expand the brand's presence beyond functional attributes such as price, convenience, and healthiness.

The shift encompasses visual identity, messaging, and new packaging. A more intense red, combined with vibrant orange, creates a "color reverberation" effect and amplifies the brand's presence at consumer touchpoints.

Neymar Jr. featured on new Canção packaging

One of the highlights of this transformation is the new Canção packaging, which now features the face of brand ambassador Neymar Jr. This association is particularly prominent across the lines of frozen meals, ready-to-eat dishes, and snacks.

The player's image takes center stage on the packaging, reinforcing the ambassador's presence in brand communications and forging a more direct connection with consumers at the point of sale.

This strategy is part of the visual overhaul for both GTF and Canção. Using Neymar Jr.'s image on packaging aims to bring products closer to retail consumers, boost brand recognition, and make the brand a more visible part of people's daily lives.

The transformation also aligns with a portfolio expansion, strengthening categories such as frozen potatoes and vegetables, as well as offering convenient solutions for various consumption occasions.

Canção’s transformation is part of a broader shift at GTF, as the company reorganizes its corporate identity and brands for a new phase of growth.

While GTF embodies the company's culture and vision for the future, Lorenz reinforces its territory of innovation and expertise in the ingredients market, and Canção deepens its connection with the end consumer while pursuing international ambitions.

For GTF, the change represents precisely this evolution. The company preserves its history while modernizing its presentation and preparing its brands for new markets, new consumers, and new opportunities. The rebranding aims to align the company's and its brands' identities with the business strategy, strengthening its presence and creating new ways to connect with different audiences.

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