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Cerne
A name and identity built to become the center of everything electrical in Itatiaia, Brazil.
IndustryElectrical solutions retail
LocationItatiaia, RJ, Brazil
Year2025
DeliverablesStrategy · Naming · Visual Identity · Brand Guidelines
The challenge
A new store was about to open in a region dominated by neighborhood shops and large chains. It had to speak to three very different audiences, and it had no name or brand yet.
The idea
Cerne is Portuguese for heartwood, the strongest core of a tree. The name positions the store as the center of everything electrical in the region. The symbol brings together the letter C, a light bulb, growth rings and a spark: energy that grows from the inside out.
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