Panco is one of Brazil’s most recognized food brands, founded in 1952 in São Paulo by a family of Japanese immigrants. In 2017, the brand underwent a major rebranding that introduced a new logo and a refreshed mascot, marking a new phase in its visual communication.

 

/ Challenge

The rebranding had been partially developed by another agency, which redesigned the logo and updated the mascot. However, due to brand heritage considerations, the logo could not differ significantly from the original version, which limited the scope for visual evolution and experimentation.

 

/ Solution
The task was to build a cohesive visual identity around the new logo, preserving the essence of the brand while modernizing its expression. I developed the complete brand guide and visual system, harmonizing colors, typography, and graphic elements to ensure consistency across all touchpoints. The result strengthened Panco’s presence in the market and unified its visual communication under a renewed, contemporary identity.