Brand strategy
Naming
Visual identity
Verbal identity
Communication materials
Retail design

Client: Bazoo
Location: São Leopoldo, Brazil
Year: 2014–2017
Role: Creative director, brand strategy, client lead
Team: Developed at Mero Design
- Graphic design & lettering: Diego Castro
- Photography: Doug C.

Contributions
• Brand strategy and positioning
• Verbal identity direction
• Creative direction and client management
• Visual identity and illustration direction
• Communication and retail applications

Bazoo is a Brazilian food brand that draws inspiration from American street culture, slang, and the iconic figure of the cowboy. As creative director at Mero Design, I led the strategic development and naming process, building a concept rooted in approachability and fun. The brand name — a slang term for “mouth” — sets a casual, expressive tone. The identity, developed in close collaboration with the design team, combines bold script lettering with a playful star element, creating a memorable system adaptable to packaging, signage, and merchandise.

Original hand-drawn logo explorations — capturing the evolution from script sketches to final lettering.

Hand-lettered logotype with a dynamic stroke and star accent — designed for memorability and adaptability across formats.

Retail signage

Abstract illustrations support seasonal campaigns and reinforce the brand’s expressive tone.

Kraft paper packaging

T-shirts and caps integrate the logo to enhance team presence and customer connection in-store.

The visual system blends Americana-inspired lettering with a texture of cultural references — reinforcing the brand’s storytelling.

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