BR / BAUEN was hired by the department store "Brazil Houses" (English translation of the title) to redesign their whole visual identity system.

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...

“Union” is 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 Soccer Team. Read Less