Raiar Organics
To foster new attitudes
Veloe
A brand that's powerfully simple
- Positioning
- Visual identity
- Verbal identity
- Tagline
- Brand territories
- Brand training
- Online brandbook
To create a brand capable of convincing more Brazilians to adopt mobile payment methods. The client was emphatic: it needed to have personality to break away from the traditional codes of competitors and signal a technologically updated and flexible offering for users.
More than just thinking about the shopping mall gate or the number of tolls before enjoying a long holiday weekend, our approach considered the end result: the feeling of arrival and departure, the company on the way to the destination. We wanted to convey that it’s worth arriving faster for an anniversary celebration or taking that long-dreamed road trip with friends. To be the shortcut, conceptually embodying the freedom to come and go for people who value their own time.
The result was a balanced mix of digital design and colors with the humanity of expressive photos, paired with a friendly, conversational tone. The tagline, “Piscou, Passou” (Blink, and it’s done), reinforces the human touch by focusing on the user rather than the technology.
Digitally native but made for people, with a human, natural, and conversational language like a chat.
A close partnership that extended from the launch and beyond.
We collaborated on creating the delivery packaging for the tags, developing communication strategies, designing office environments, and training customer service teams. From the digital world to real life, ensuring a consistent brand presence at every touchpoint.
Ilusttrations by Issao Nakabachi
Workplace photography by Manuel Sá
Brasil Design Awards 2019
Bronze • Brand design
