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Penalty Rebrand / Brand identity

Penalty Rebrand
Penalty Rebrand
Penalty Rebrand
Penalty Rebrand

Discipline: Communication

Penalty Rebrand

Discipline: Communication

Through widespread branding efforts and immersion into the culture of the company, the market and soccer, we developed a brand positioning and a visual language that could consistently express Penalty’s – a Brazilian sports apparel brand – differentials, uniqueness and Brazilian-ness, in order to give form and content to its internationalization strategy. The defined positioning – “Joyful Subversion” – reflects the Brazilian peoples’ way of being and also their style of playing soccer, which unbalances the status quo and surprises, always with joy, grace and art. A new logo and a new language were developed to support and reaffirm Penalty’s new period.

Client / Manufacturer

Cambuci S/A – Penalty

PENALTY
São Paulo, Brazil

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Design

Oz Design

Oz Design Ltda.
São Paulo, Brazil

Ronald Kapaz (Design Director), André Poppovic, Guilherme Callegari, Eduardo Stollagli, Bruno Tomé, Mariana Oliveira, Bruno Villardo (Designers), Aline Farkuh (Client Service Executive), Sonia Pimentel (Production Coordinator)

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