Builder of brands and experiences. I am a creative director and visual designer.
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Zu, pet’s best friend

— Branding, logotype, retail


Best friends are just special. That why we created a very special concept for ZU - the new Sonae brand - a brand dedicated to cats and dogs and their lovers.

Reflecting the unique character of each pet, the visual identity of this brand assumes multiple visual expressions. This allows the brand to be beautiful and have a unique curiousness.

Zu has a personality, like any dog or cat. Zu is the living proof that a brand can bark, meau, jump and live like one them.

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Fuel Design
Creative Direction: Pedro Morgado
Brand strategy: Maria Caeiro, Pedro Morgado
Design: Filipa Serra
3d: Miguel Pinto