Ébano is a Brazilian brand of wood furniture, located in Angola (Luanda), that mainly attends the Brazilian public that lives there. Therefore, after more than 8 years of experience, the company was faced with the need to reposition itself in the market in front of its competitors and its public.

Naming:
The first step towards repositioning the brand was analyzing the region’s market, trends, competitors, and target audience. After this stage, we went on several naming rounds to find the perfect name that would represent all the last years and fit into this new phase of the company.

Ebony (Ébano in portuguese) is a wood of African origin that has a very dark and dense color, being extremely noble and widely used by African people to make statues. The word is also used as a synonym for affection.

Brand Identity:
The brand’s symbol is inspired by the Baobab tree, which has African origin, and a long trunk where its branches only meet at the top. In addition, the tree is of great cultural importance and a witness to African culture.

The logo also reflects the asymmetry of the trees, which never have all of their branches looking the same, as well as their veins that have different formats. On the other hand, there is the geometrization of shapes, mainly inspired by mathematics and the precision of furniture production.

The typography of the logo is a basically geometric font with no modulation and all capital letters, which brings magnificence and authority to the brand. The font is Widescreen from the renowned foundry Dalton Maag.

Finally, the colors were taken from the previous logo to make the redesign transition smoother. In addition to that, as seen in studies of the competition, the color red still had great strategic importance.