CASE 02.
Tia Malagueta
Building a bold, authentic brand identity to take Brazilian chili peppers to the world — starting in London.
CLIENT
Tia Maria
02 months
TIMELINE
Food & Beverage
INDUSTRY
Brand Strategy, Visual Identity, Illustration, Brand Guidelines
SERVICES
01. THE CHALLENGE.
Tia Malagueta set out to bring Brazilian chili pepper flavors to the international market, starting in London. The brand needed to feel authentic, full of personality, and clearly handcrafted — while laying a solid foundation for future growth through e-commerce and physical retail.
This meant going beyond a logo. Tia Malagueta needed a complete visual identity: one that could stand out in a crowded category and stay consistent across every touchpoint.
02. THE INSIGHT.
Tia Malagueta's real edge wasn't just the product — it was where it came from.
Instead of leaning on the usual symbols of Brazil, we built an identity rooted in Brazilian folklore. Curupira, the forest's protector, and the malagueta pepper came together to create a visual story that's genuinely the brand's own — one that builds an emotional connection to its purpose.
The strategy turned "Brazilian-ness" into a brand asset: cultural reference, contemporary design, and a visual language built to speak to international consumers.
03. THE SOLUTION:
A full rebrand, built to grow with the event:
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Refined the original logo — sharper typography, better proportions, cleaner spacing.
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Built a new color palette, closer to the event's spirit and easier to apply across formats.
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Created a flexible identity system, with alternate versions for each edition and season.
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Organized every visual element to make the brand recognizable at every touchpoint.
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Defined a clear brand position and value proposition.
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Designed a sponsorship activation strategy, giving partner brands real exposure and opening new revenue opportunities.
WHAT WE GOT:
A distinctive, story-driven brand system — ready to launch, scale, and win trust in a new market.
03.
THE RESULTS:
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A distinctive visual identity, strategically built for the international market.
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A scalable brand system, ready for both physical and digital environments.
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Clear guidelines that keep communication consistent across every channel.
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A stronger sense of authenticity and quality, carried by a visual story rooted in Brazilian culture.
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A strategic and visual foundation ready to support the e-commerce launch, product line. expansion, and entry into new retail points
