Founded in 1991, Inbracell operates in the automotive sector producing electric accumulators under the Excell brand, being today the largest battery manufacturer in the state of Rio Grande do Sul and one of the largest in Brazil. It was noticed the need to restructure the brand so that it would become more striking in the consumer's mind, since automotive batteries are remembered only in unusual moments, not in everyday life. Therefore, in order to make Excell a stronger brand within the segment, restructuring of the positioning, visual identity, product architecture and packaging was carried out, taking the company to a new phase.