Originally a small prescription pharmacy that started in 1977 in the city of Curitiba, Paraná in Brazil, O Boticário has evolved into a producer of various beauty products like fragrances, soap, body care and make-up, and now holds the claim of being the largest chain in the world in this sector, with 2,500 stores in Brazil alone, 70 across 15 other world cities, and presence in multiple sales points like department stores. To handle the growth of this consumer-facing brand, a new corporate entity has been created, Grupo Boticário, with an identity designed by the Brazil office of Futurebrand.
“Given its constant expansion, O Boticário realized it had to create a Group that took in all its brands — consumer, initiative, internal and others. This led to the development of extensive work that involved strategy, brand architecture, and a complete visual identity project. The logo was inspired by the golden ratio. In the transparency and movement of its lines lie the continuous evolution of the Group. The name written in lower case letters denotes proximity. The typography, simple and modern, and the differentiated design of the letter ‘g’ and the accent on the letter ‘a,’ add singularity to the brand.”
What strikes me most about this identity is that the corporate brand is much more exciting than the consumer brand — with its horizontally scaled Rotis, unless Otl Aicher designed an extended version we are unaware of — but it’s understandable that the retail brand can’t be changed so dramatically. Regardless, the new identity is decidedly contemporary and goes for flash over substance. I’m really not clear what the spiral structure is trying to do and the transparency doesn’t reveal anything in particular so it does feel quite gratuitous… but it sure looks pretty. To point out the obvious, it does look like a “b” and also like a fancy perfume bottle.
The typography, despite its lowercaseness, is the most successful part of the logo, with that brilliantly integrated accent over the “a.” It also has a good balance between that desired friendliness that corporations so desperately want to portray with a dash of seriousness. Overall, for an international corporate identity, this one measures well against other big retail players and even stands out a little.
Update: Futurebrand has provided 1-color executions, below.