Le Biscuit

In 2009, as creative director of the then Pro Brasil Propaganda, our goal was to reposition and advise on the expansion of the Le Biscuit chain, until then a regional brand founded in 1968 in Feira de Santana, Brazil, and to position it through differentiation, making it reference in the consumer’s mind and making him recognize this positioning in any part of the country.

Based on market research, we decided to work with sensations. As a network that has the capacity to offer a wide variety of products in one place, it almost always causes people to be excited to find what they are looking for. Fulfillment, Satisfaction and Surprise form the essence of the brand strategy

Store Design

My Work:

Searches and Positioning Definition
Based on research and benchmarking, we drew up our strategic plan to create a solid brand that spoke to the company’s various target audiences. The main message that guided the entire line was: “Le Biscuit is different, there you can find everything”.
Logo, Visual Identity and Campaigns
I redesigned the old logo and participated in the creation of the visual identity and messages of the advertising campaigns 100% aligned with the brand strategy.
Store Design
In partnership with PDV Brasil, a Brazilian company specialized in commercial architecture, we designed the signs for the points of sale seeking segmentation, creating competitive environments for different audiences, always maintaining the identity.