Penalty Rebrand
Brand identity
Through widespread branding efforts and immersion into the culture of the company, the market and soccer, we developed a brand positioning and a visual language that could consistently express Penaltys a Brazilian sports apparel brand differentials, uniqueness and Brazilian-ness, in order to give form and content to its internationalization strategy. The defined positioning Joyful Subversion reflects the Brazilian peoples way of being and also their style of playing soccer, which unbalances the status quo and surprises, always with joy, grace and art. A new logo and a new language were developed to support and reaffirm Penaltys new period.
