Nova Identidade Orthocrin
Rebranding and new color palette
- My role
- Creative Director
- Year
- 2023
Nova Identidade OrthocrinContext
Orthocrin is a mattress franchise chain with a national presence. The rebranding was needed to modernize communication and create visual consistency across franchise units, which operated with too much autonomy and were eroding recognition of the parent brand.
Problem
Without a standardized visual system, each franchise communicated differently. National campaigns were unfeasible because the identity didn't scale: what worked in one unit didn't replicate in another.
Process
I audited the existing identity and mapped where the inconsistency was most visible: point-of-sale materials, franchise social media campaigns and product communication. The problem wasn't the logo, it was the lack of a system.
I defined a new color palette with a clear hierarchy between primary and supporting colors. I created piece templates for franchises with controlled variations: enough freedom for local customization without breaking the national identity.
The institutional campaign concept ("woke up well = slept on an Orthocrin") was built to be replicable across different contexts: joy, energy, productivity. Each execution different, same benefit.
Solution
A new visual identity with a refreshed palette, defined typefaces and a system of pieces for franchises. An institutional campaign with 3 executions showing the product's real benefit in different life contexts.
3
institutional campaign executions
10+
standardized pieces for franchises
National
reach of the refreshed identity
Visual System
Nunito was chosen specifically for its rounded terminals, conveying comfort and softness, the brand's core attributes. An unusual choice in the segment, where most use hard geometric fonts. Here, the shape of the letters communicates the product.
Palette
Sleep Blue
#2B6CB0
Refreshed primary color: rest, trust, quality sleep
Soft Green
#B7E4C7
Freshness, lightness, fresh air: the feeling of waking up well
Dark Blue
#2D3748
Solidity, depth, high-contrast backgrounds
Pure White
#FEFEFE
Cleanliness, hygiene, association with fresh bed linen
Medium Gray
#718096
Supporting text for franchises and product captions
Morning Amber
#F6AD55
Energy on waking up: used in the product benefit campaign
Typography
Nunito
400 / 600 / 700
Main typeface: rounded and friendly, it softens the corporate tone without losing professionalism
Inter
400 / 500
Technical text, product sheets and franchise materials
Takeaways
A franchise rebrand has to be simple to execute. The most sophisticated design that no one applies correctly is worse than adequate design every franchise can reproduce without relying on an agency.
