Lêla Sports was a sporting goods store specializing in soccer created and designed in mid-2007 for former soccer player Denilson Barcelos, known as Lêla, in the city of Divinópolis, Brazil. In partnership with publicist Diogo Diegues and architect Renata Guimarães, we developed the entire brand strategy, store design, promotional materials and advertising campaigns.
Visual identity
As it is a store 93% aimed at the male audience and who love sports, especially football, the main message of the brand would be “Passion”: A feeling that best portrays the almost incomprehensible love that these Brazilians have for football and its team. Based on this message, we created the motto: “Passion for football now has a name”. Everything that involved the presentation of the brand after this choice, began to seek this positioning.
Store design sketches
Together with the architecture, we created the store’s identity, always looking for differentiation. Through research, we arrived at the intended result: A modern, inviting and above all sporty store. A store where you can breathe the passion of its owner and customers for football.
O Tom do Cerrado