Challenge

The TeuCard is the exclusive card of the Nova Era Group, composed of the Nova Era and Pátio Gourmet brands, supermarket chains. Our challenge was to create a brand architecture system for planning the extensions of TeuCard, which would fit the business model, identity, and expansion of the brand.

Solution

Given the growing need to name and build visual identities for brands encompassed by the TeuCard group, concepts were developed to guide and standardize the brands to be created, in order to ensure that all are in harmony with each other and with the preexisting brands: TeuCard and TeuCard Odonto.

With the expansion of TeuCard, there was a need for a reorganization within the brand universe: the creation of TeuBank and its positioning as the "umbrella" brand of the group for better alignment with the business model. Thus, each of the brands and sub-brands occupies its strategic place within this new universe.