Supermercado Guanambi, a traditional local brand, was preparing to expand into new regions and needed a visual positioning that matched its ambition. The main challenge was leaving behind its generic blue-and-white identity to create an image that conveyed the trust and variety of a large supermarket chain, balancing corporate reliability with a modern, approachable feel.

To achieve this, the design solution was built around a clever concept: I stylized the initial letter "g" to subtly and abstractly represent a shopping cart, resulting in a strong yet friendly symbol. Complementing this, the humanist sans-serif wordmark was custom-drawn with rounded shapes and strategic cuts to inject originality into the brand.

Because the symbol required a more solid, conservative foundation, the necessary energy and disruption were introduced through the new color palette. I retained the historical blue to honor the company's legacy but introduced an elegant off-white, paired with vibrant orange and a bright, energetic green for high contrast. The final outcome is a comprehensive visual identity, consistently rolled out across print materials, digital touchpoints, and a new storefront design, perfectly equipping the brand to stand out in its next phase of growth.