Útil Center

The owner of a traditional store in a small town in Rio de Janeiro felt it was time to refresh his brand. Well-known and cherished by the local community, his establishment had built a loyal customer base. Seeing an opportunity, his son proposed a new logo inspired by iconic brands that pay tribute to their founders—turning his father, a beloved local figure, into the face of the business itself.

After countless iterations to capture his charismatic expression while refining the visual representation for a functional and impactful logo, we arrived at a design that not only delighted customers but also deeply resonated with the owners of Útil Center.