This brand design was, by far, the most weird, creative project i've ever worked on. Starting as a normal branding development and escalated to something extremely new and a bit crazy. Concreto Brasil is a marketing consultancy company founded by one from Argentina, one from Israel and one from Brazil. They have clients all over the world.
The concept, inicially was to represent the abstract meaning of "concrete" into a logo, as the name was based on. Some sketchs were based on solid objects, abstract symbols and merging all together. In fact, I was really deep into historical meaning of some symbols, so I would draw a form that could represent the company and their products, the "concrete results" they guarantee to their clients. But that was just at the very beginning.
After some "showing sketches", "brainstorms", the idea came up. Do a strawberry-carrot. why? why not!? We took a symbol often used as the prize to run after, and make it attractive, delicious, irresistible. The carrot, as the wanted prize, that everybody runs after but never catch it, Concreto Brasil has it and can give that to their clients, with much more flavor. That's the idea of the company. That's what represents their "concrete results". It's not just a marketing consultancy company. They have a tasty flavor.
Still, the whole idea of it is just crazy, but took me an effort to shape up a strawberry skin onto a carrot. See for yourselves how I did it.
Appreciate it, please.
Client: Concreto Brasil
Role: Concept, Design.