Papelito

Rebranding, visual identity

Papelito is a Brazilian smoking accessories brand that has grown alongside a market that’s never been more vibrant. As demand rises and cultural discussions around cannabis become more open, the smoke culture audience grows tired of how it’s still portrayed: either through outdated stereotypes or “imported” aesthetics that feel detached from local reality. In this dynamic context, the brand set out to revitalize its narrative, celebrating national production and repositioning Papelito as a bold, stereotype-free and unmistakably Brazilian brand.