Language
Ó o Salgado
Project information
The voice echoes, catches everyone's attention, and everyone recognizes it. "Ó o Salgado" is born from street culture, popular speech, and the affective memory of the street vendors who are part of everyday Brazilian life. Created to walk alongside the Nina brand, the visual identity was designed to converse, complement, and coexist. Without competing, but connecting through colors, graphic language, and an illustrated universe that keeps visual unity between the brands. The character is the heart of the project: inspired by salgado vendors, he gives face, humor, and personality to the brand, making everything more approachable, charismatic, and memorable. With supporting illustrations, striking typographic composition, and a light tone, the project bets on fun, instant recognition, and scalability—ready to occupy storefronts, malls, and new franchises with a strong, bold identity.
Tech sheet
Border Design Studio Creative Direction: Gustavo Arbs Illustrative Direction: Analu Vieira Art Direction: Gustavo Arbs 3D Design: Kaue Siqueira Account Direction: João Moura Creative Planning: Martha Lemos
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