Rebranding for a architectural and decorative finishing materials’ specialized store.
Bel Lar’s rebranding follows the company’s repositioning. From a mere building supply store, they became a place of inspiration for architects and interior designers. In this sense, the store becomes an extension of these professionals’ offices, a place where they can look for references, and learn about the latest trends in the world of interior design.
Therefore, the company is no longer limited to building materials, establishing itself as the best option from the outset of the project, leaving behind the finishing retail outlet position and approaching that of a design store. The new “Bel Lar – Contemporary House” signature concerns the present, while also connecting to the future.
The logo’s proportions also set off from a geometric and proportional structure that, through basic shapes, creates a box that can be either a rectangle or a square, depending on the application. The shape also plays a role of a window open to a diversity of contents.
The color palette is inspired by materials used in interior design, a combination between sophisticated and soft colors that can be combined in various blends. The sans serif typography, designed from simple shapes, such as circles, squares, and rectangles, gives the logo a timelessness, without referencing a specific architectural style.
On the other hand, “House” contains a duality. In portuguese, it may be read as a feminine noun that represents a place meant for meetings, appointments, or for living. But it may also be a verbal form that translates as combining, harmonizing, conciliating, and connecting. This wordplay sets the tone of the communication.
Based on the same geometric principle and typography, the outlet logo is connected to the brand family. However, the neutral colors give way to red, which clearly communicates that this is a promotional retail store.
Creative director: Mariana Hardy
Executive director: Cynthia Massote
Project managers: Mariana Muchon e Camila Antinossi
Design: Diego Belo