Wood Brothers is a wood plank factory founded by two brothers who are passionate about barbecue. They seek to innovate in the way of serving through their unique products, handcrafted and made of the most diverse woods. It is a modern, rustic, mature brand that is committed to prioritizing the quality of its products.

The Goal
Develop a consistent visual identity that is appropriate to the client’s values, audience and purpose. The company already sold its products to B2B and now it is positioned to also sell to its final consumers.

So the goal was to create an identity that communicates to both audiences, positions the brand in its segment, and reflects the attributes of mature, modern, and disruptive.

The Approach
I created a visual identity system that has strong traces and a rustic aspect. The symbol is composed of traces that refer to the figure of an ox, and your ears refer to two cutting axes that are united in the center – alluding to the two founding brothers of the company, the act of cutting wood for production and the tradicional brazilian barbecue.

The identity reflects the attributes intended by the founders and positions the brand as modern, mature, and disruptive factory.

The company is already using the visual identity created on its instagram and also in brand communications.

Rutka is a design and brand consulting studio that focuses on the long term. We create brands that have the power to connect with their intended audience and create value through design.