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Instituto Assaí




São Paulo, Brasil


Naming and visual identity

The Assaí Institute is one of the most important social and institutional project initiatives in Brazil. To continue developing another one of its projects, Assaí chose us for the creation of a food assistance program for families in vulnerable situations. The objective with this was to develop a new name and visual representation for this program, taking into account the current situation of these Brazilian families.



In a previous project with Instituto Assaí, we were responsible for identifying the vision, mission, values and Purpose of Assaí's social branch. We also created the logo and visual identity of the organization, as well as its sub-brand, Academia Assaí. And when this project was completed, the company called us to take on a new challenge that would be part of its food pillar: developing a brand that would serve as a prepaid card for families in vulnerable situations. Passionate as we are about people, we did not miss this opportunity to transform the lives of these families.



We started this project by looking at the current FAO (Food and Agriculture Organization) pyramid, which outlines the different levels of need that food meets. The lowest parts of the pyramid focus on foods that are sufficient and wholesome. In other words, for people at this level of the pyramid, who would also be the users of the card, what matters most is having food on the table. The highest part of the pyramid is made up of populations that choose nutritious and healthy foods. These, in turn, are not so concerned with whether or not they have food, but rather with the quality of the products and foods that they consume on a daily basis.

After we spoke with Instituto Assaí about the objective of the project, we faced two major challenges. First, create a name and visual identity for a project that would understand the user in their position at the base of the pyramid – a person who wants food security – and that would offer them the possibility to have a nutritious and healthy choice at the time of purchase, an action that would place the same person at the top of the pyramid. Second, create a name whose meaning is relevant to the end user, without using more distant and ambiguous language codes for this audience, giving them the opportunity to empower themselves through this possibility of choosing.

I think it's safe to say that we were well served with challenges!



Thinking about this context, we created a name that illustrated the entire purpose of the project: More Choice. 


The name More Choice speaks to the very nature of the program, in which the user supplements their income to increase their choices. Certainly, this person will have a greater range of nutritious options to add to his table and to his family, while empowering himself in the process.


We also created the brand's visual identity, which conveys the concepts and ideas behind its construction.

This visual identity path brings a simple, easy-to-understand concept of the ‘choice’ pillar, and which includes cutlery that guarantees understanding of the nature of the program: food.


In addition to this delivery, we presented Assaí with a manual for applying the name with its visual identity, which further materializes the concept worked on throughout our journey with the company.


Working with Assaí has always been very rewarding and especially with this project, where we had the opportunity to feel the difference that this benefit will make in the lives of so many people.


See with your own eyes the testimony of one of our contacts at Assaí, talking about the importance of the card for the company and for the Brazilian population!


Although it is with great sadness that I am faced with the food insecurity situation of so many people, I have the privilege of contributing to paths and opportunities for a more dignified and prosperous life. One of these solutions is More Choice, where families receive a card with monthly recharge to purchase food and essential products, as well as content relating to food and nutritional education. The pilot phase covers 2,000 families in the cities of Santarém/PA, Serrinha/BA and São Paulo/SP."

Fabio Lavezo, Head of Sustainability at Assaí

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