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About the project
Werdum Premium Meats was born from Fabrício Werdum’s passion for barbecue, delivering premium national and imported cuts across Brazil. As the brand quickly expanded, it became clear that its visual identity needed to evolve. The previous system no longer reflected the premium positioning and created inconsistencies across franchise communications. The challenge was to build a stronger, more unified identity aligned with the brand’s new stage of growth.
Concept
The new concept expresses the brand’s strength through a balance of rusticity, exclusivity and refinement. Inspired by the authenticity of barbecue culture and the quality of premium cuts, the concept reinforces Werdum’s core attributes: modern, original, premium and imposing. Meat-cut illustrations and signature textures enrich the visual universe, making it distinctive and recognizable.
The visual identity was redesigned to communicate maturity and authority. The logotype received a more stable and elegant structure, with a refined serif typography and a symbol that conveys exclusivity. The palette combines black, white and gold with warm tones that evoke fire and flavor. The custom illustrations shown throughout the presentation (p. 23 onward) reinforce a proprietary graphic language, while the typography ensures sophistication and consistency across all materials.
The applications highlight the strength and versatility of the new system: bold storefronts, premium packaging, elegant stationery and cohesive digital communication. Each mockup demonstrates how the identity now delivers impact, clarity and unity, positioning Werdum as a true reference in the premium meats market.
