O Rei do Pão de Queijo
O Rei do Pão de Queijo bakery is part of the history of Rio, which has been recognized over the years as a symbol of tradition and quality. Our challenge was to participate in the history of this beloved brand, updating its visual identity, but maintaining its essence and evolving.
It was necessary to represent tradition with a more modern, current brand that allowed technical applications on screens, labels, packaging, vehicles, communication & marketing pieces, etc.
The new visual identity was built based on the concepts:
Evolution
Affection
Quality
Credibility
Characteristics that are part of the brand's reputation, affirmed with each experience provided in the three stores in São José do Rio Preto.
The project to update the visual identity contributed to O Rei do Pão de Queijo continuing to be a leader in its market, reaffirming itself as “the most complete bakery in Rio Preto”, having been a reference for 34 years.
Icon
The King's crown is a striking icon for brand building.
Known by the entire public, this element needed to be updated while maintaining its style.
Color palette
The colors red, blue and gold have always been part of the brand, they are classic.
In this evolution, we updated the tones and introduced new colors to the palette: pink, wine, burgundy, light blue and dark blue.
With these new colors, the brand gains more possibilities for communication, in the different moments in which it is part of people's lives, from breakfast to dinner, through afternoon snacks, lunch and, mainly, birthday celebrations and any other another special occasion.
Typography
To write the name of this beloved brand and all its inviting texts, two typography were selected: Sirenia and Relation.
This is how the texts take shape, referring to the products: filling, affection, creaminess, variety and tradition, but always current.
Estúdio responsável: Transbrand
Estratégia: José Souza Junior
Diretor Criativo: Lucas Tavares
Designer: João Pedro Vila Nova