A New Audience, A New Brand
Established in 2021 under the name 7Brasil, Beruang solidified its presence in the national e-commerce landscape through various marketplace platforms. With a predominantly young and male audience, it became evident that there was an opportunity to provide products that were both affordable and attentive to materials and design, thereby distinguishing itself from competitors. The rebranding effort was aimed at repositioning the company and enhancing the brand's perceived value.
Awakening Your Best Through Fashion
The name 'Beruang' was coined by the founders, originating from Indonesian, and it means 'bear', symbolizing strength, swiftness, and freedom. Building upon these attributes, the new visual identity was crafted with the intention of accentuating the individual image that each person wishes to present to the world through their personal style and clothing choices. Warm and earthy colors further reinforce the message of warmth, vitality, and a connection to nature.
Exploring to Discover Yourself
The design of the symbol draws inspiration from a compass and a wind rose, symbolizing the concept of exploration. The core message is that fashion should serve as a means of self-discovery: delving into one's inner self to express oneself outwardly. This is why the symbol is composed of three layers that expand from the inside out.
Your Own Style, Your Own Image
In the brand guidelines, the key values to be conveyed are identification and freedom. Therefore, photography focuses on models with distinctly Brazilian characteristics, deviating from the Eurocentric standard of traditional fashion. Additionally, generous white spaces bring lightness and confidence.
Experimentation and Expression from Physical to Digital
The graphic elements of the identity were constructed like collages, where individual references combine and complement each other, transcending straight and linear lines and frames. Textures of paper, wood, and fabric complement the blend of shapes and mediums.
"Excellent professional! Words fail to describe it, the project turned out incredible. From the very first meeting, Lucas surprised us. He got fully involved and dreamed alongside us. Every research was meticulously done, with attention to detail, professionalism, and everything fit perfectly in the end. We were a bit lost, and he provided us with a direction for the brand, and the result couldn't be better - wonderful. [...]."
Bruno Botelho,
Partner at Beruang