It all started at Madel, a furniture store that has been operating for over 30 years in Grande ABC, where Adel and her three children have built a success story.
One of the sons now opens his own furniture industry, where he seeks to maintain the values of faith, strength and determination, passed on by his father to future generations.
The first step was to think of a sophisticated name, but also easy to use commercially. Unexpected and bold, that describes the positioning of the brand and not the product. Exquisite, smooth and ambitious.
Uniting the letter “A”, first letter of the name Adel (father of the owner), with the variation of the word “three” (in English, three), representing the three virtues inherited from his father, the name Átreo emerged.
In the design of the logo, we seek to unite the entire trajectory of success and know-how within the furniture segment, with the family strength on which the company was built.
Its typography exalts the main characteristics of the brand. The letter “A” was stylized to resemble a tree, reflecting not only the raw material of the industry, but also the representation of the genealogical tree, showing the strength of the family and tradition in this business.
Its font, although classic, has a thick thickness with straight faces and chamfers that bring modernity to the writing. The thicker serif shows the solid foundation on which the company will be built, with all the expertise and infrastructure. Finally, we use capital letters to harmonize with the imposing sound of the name.
The biggest challenge during the process of creating this project was to represent the entire family strength rooted in the foundation of the company, along with the professional history of its founders. Showing that the industry was born with the purpose of conquering the national furniture market and that it has the necessary strength and knowledge for this.
We at Mangu agency are very proud of the result and happy to be part of the beginning of this prosperous and very successful trajectory.
- Agency/Creative: Mangu Brand
- Article Title: Agency Mangu Creates New Brand Identity for Furniture Industry Átreo
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Brazil
- Market Region: South America
- Project Deliverables: Brand Architecture, Brand Creation, Brand Identity, Brand Naming, Brand Strategy, Branding, Identity System, Research, Tone of Voice
- Industry: Manufacturing
- Keywords: industry, furniture, branding, naming, brazil