Br/Bauen is a brazil-based design studio in which the approach to design is a constant construction process. We believe in the creative development of solid visual concepts as a translation of values, focused firmly on the messages to be transmitted.
This project consists on the Redesigning of the corporate image from the traditional clothing store from Anapolis – Paula Reis.The store was founded many years ago by the Paula Reis’ family matriarch. Then Paula’s sons joined the mom to expand the family business. Today, the store which once use to sell only female clothing, now sells shoes; man’s colhes and household itens. Having this things in mind a whole redeployment of the brand was madre. Mixing Rococo and Neoclassic styles, we build a mark that shows all the tradition and elegance that it offers. The Graphic Symbol, inspired directly in the Rococo style, was built to be like a blazon (exactly for the family factors involved). Studying Heraldic, we understood that a blazon is compound by some key elements; here we just used two of them: Shield and Support. Support: knowing that supports are usually caracterized by animals (reals or mithologics), we choose the Lion, who is considered the animal’s King, making a reference to the family’s surname: Reis (Kings, in english). But more than a support, the two lions represent the two Paula’s sons placed to enshrine the mother (represented by the shield). Shield: engrossed by an Rococo mirror it represents the mother, the son’s core and reference. For the Institucional Typography it was chosen a Didot Type, which with your Neoclassical characteristics ends the concepts thought for the mark.