1. Logo & Brand Design

2. O BOTICÁRIO
• Started in 1977 as a prescription pharmacy in Curitiba, Paraná
• Today 3,000 stores in Brazil, 70 stores in 10 other countries
• 600 products in body care, female fragrances, home spa, make
up, male fragrances, man care, and skin care.
Before Then
After

3. O Boticário brand’s
monogram was designed
inspired by the origin of the
Greek word calligraphy,
which means to write with
beauty.
Delicately, the letter B as an
icon is composed which
inspires and seduces.
The letter’s outline is a
suggestion of an open flask,
and an invitation to
experiences the senses. The
organic lines that surround it
outlines of fluid,
spontaneous, ascending
movements.

4. FOCO BOTICÁRIO TYPEFACE BY DALTON MAAG.
FutureBrand selected Foco font family for its friendly beauty, a key requirement
for the display font in the new identity. To give it that special touch, and to make it
Boticário Foco, they varied the terminals and contrast adjustments. The resulting
design has softer terminals and a higher contrast that adds a warm elegance to
the new brand.

5. SITE | 2010

6. SITE
2011

7. FUTURE BRAND
Branding

8. NESPRESSO
FutureBrand has
created a strong
identity that expresses
the pursuit of
perfection and the
masculine and feminine
characters of coffee.

9. DALTON MAAG
font designer

11. BRASIL

13. REDE GLOBO
- Globo is the fourth-largest public TV
commercial network in the world and
one of the largest producer of soap
operas.
- The most important TV channel in
Brazil
- Rede Globo is in a position to exert
significant influence over the citizens
(Beyond Citizen Kane)

14. Sources
• Blog Estratégia Empresarial
• Dalton Maag
• Under Consideration
• Wikipedia
• Economia IG

15. 2D DESIGN - ITP/NYU 2011
Bruna Calheiros