DROGA5 SÃO PAULO
When Droga5 launched in São Paulo, the challenge was to introduce the agency to the Brazilian market while honoring a global design system, a consolidated visual language already shared by six international hubs. Rather than a literal translation of the brandbook, we opted for cultural localization. We preserved the structural integrity of the parent brand, elevating the identity with the authentic nuances of Brazilian diversity and culture.
As a foundational piece, we designed a graphic device inspired by local street signage. This visual cue roots the brand in the city’s dynamic energy, achieving a precise aesthetic balance between raw urban vernacular and modern sophistication.
When Droga5 launched in São Paulo, the challenge was to introduce the agency to the Brazilian market while honoring a global design system, a consolidated visual language already shared by six international hubs. Rather than a literal translation of the brandbook, we opted for cultural localization. We preserved the structural integrity of the parent brand, elevating the identity with the authentic nuances of Brazilian diversity and culture.
As a foundational piece, we designed a graphic device inspired by local street signage. This visual cue roots the brand in the city’s dynamic energy, achieving a precise aesthetic balance between raw urban vernacular and modern sophistication.
Role: Concept, Design Direction and Art Direction
With: Lucas Schuch, Raiany Fernandes, Fabiane Abel, Gabriela Rodrigues, Aurélio Vinícius, Gabriel Lima, João Souza, Diego Limberti, Felipe Simi
Client: Droga5 São Paulo
3D Illustration: Leandro Beltran
Year: 2024
With: Lucas Schuch, Raiany Fernandes, Fabiane Abel, Gabriela Rodrigues, Aurélio Vinícius, Gabriel Lima, João Souza, Diego Limberti, Felipe Simi
Client: Droga5 São Paulo
3D Illustration: Leandro Beltran
Year: 2024
