Making entrepreneurship an intelligent movement by thinking about the future through data.
GAVB is a brand of the Retail Tech unit of Grupo Boticário.
A specialist in Big Data, Artificial Intelligence, and Blockchain, he develops technology to help companies and leaders make data-driven decisions.
As part of one of the largest retail groups in the world, the brand needed to adjust its communication to the new moment. Papanapa, in partnership with Criatexto, was invited to rethink the brand evolution in its positioning, narrative, and visual and verbal identity systems.
We start from the premise that, far beyond developing a technology based on AI, GAVB creates thinking companies. Its purpose is to expand the leader’s vision and make entrepreneurship an intelligent movement, standing up against guesswork, uncertainty, and intuitive decisions. All these thoughts were condensed into the phrase: Think the future with data.
We then moved on to the visual phase. The logo was designed to convey analytical intelligence and efficient results. The solid structure of the letter ‘G’ visually nods to the idea of agile solutions and digital interactions.
In between confidence and technology, the new palette helps GAVB build its territory, especially in digital environments, and stand out from its competitors. The tone of voice is paired with objective typography, reinforcing sophistication, credibility, and practicality in all conversations.
Inspired by the configuration of the symbol, the graphics add motion to communication and foster the idea of constant transformation. Layers and windows reveal what is most important to be seen and complete the visual system, allowing everything to happen in sync with GAVB’s commitment to finding intelligent answers with an analytical eye.
Collaborating with the Grupo Boticário team, GAVB’s new visual and verbal environments give the brand the innovation and solidity needed to be perceived as the thinking force that allows companies to see what has not yet been seen and go much further.
CREDITS
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CREATIVE DIRECTOR: Gustavo Garcia
DESIGNERS: Gabriela Almeida, Lucas Rodrigues
MOTION: Gustavo Kone
POSITIONING AND VERBAL IDENTITY: Criatexto
