BR / BAUEN was
hired by the department store "Brazil Houses" (English translation of the title) to redesign their whole visual
Putting thought into the old brand logo and identity, we reached to the conclusion that she had no
personality. The symbol was very similar to the symbol
of a competitor; its technical treatment aswell was not so refined. Its
resemblance to the leading companies in the segment interfered
in its market positioning, and prevented the company from “walking with her own
legs”. Without personality, the company stopped growing.
After those findings, a complete repositioning of
the brand was made, considering the rebuild of the company's identity,
with its own concepts and grounding basis.
We came to the
conclusion that the old logo was everything, but Brazil. Considering
that the brand works directly with the brazilian people and carries
“Brasil” in its name, we researched and developed a list of values relevant to
the Brazilian people: Union, Love, Joy, Soccer...
represented by tight kerning, love is represented by "half-heart” formed by
the joint of the "R" and "A". Joy is
represented by the vibrant colors that are also directly related to one of
the greatest symbols of the Brazilian people, the Brazilian