Benjamin.
Brand Positioning + Brand Design + Environmental design + Brand Experience
Project Description
The Benjamin's Rebranding Project, one of the most traditional and largest bakery chains in Brazil. The main challenge was to reposition a brand that was beloved by Brazilians, but had become disconnected from its core values and was in need of a modern expression of its identity.
Solution
The Benjamin's Rebranding Project aimed to create a new identity for a traditional bakery chain that celebrates moments that nourish the soul. Built on the foundational values of respect, simplicity, and acceptance, the project sought to honor the artisanal process and the passion put into each baked good.
The result was a minimalist but impactful visual language that emotionally connects with people through its colors and illustrations. The rebranding effort fully integrated the rich history of the company into its products and stores, providing customers with a seamless and special experience.
Cultural Setting
The bakery is part of the Brazilian's routine.
Whether for coffee or a snack, the bakery culture is rooted in our history.
Benjamin Abrahão was one of the most important names for the strengthening of this culture, bringing to the streets of São Paulo one of the first bakeries in the country.
Benjamin's Rebranding project brought renewed hope, reminding people of why the brand was so loved.
The result was the opening of new units, the growth and, above all, the rapprochement of people with this beautiful story.
- Brand Positioning
- Brand Design
- Environmental design
- Brand Experience
