Borboleta Brand System

Borboleta Brand System

Borboleta Brand System is a comprehensive brand identity solution developed for two major Brazilian gas station networks, representing a sophisticated approach to corporate visual unification. Created by Argentine designers Juan Eugenio Mallo Camera and Diego Adrián Beas, this innovative brand system employs the universal symbolism of a butterfly to represent transformation, unity, and renewal while maintaining individual brand identities. The system's cornerstone is a meticulously constructed isotype based on a modular grid, featuring three significant colors that symbolize the heritage of both networks and their unified future. The design's sophisticated approach manifests in its ability to seamlessly integrate two distinct corporate identities while preserving their individual market presence, particularly notable in its implementation across large-scale applications such as 7300mm x 5300mm standing billboards. The butterfly motif serves multiple symbolic functions, subtly incorporating the silhouette of the Brazilian territory while expressing national spirit and natural elements, distinguishing itself in the competitive gas station market through the strategic use of purple as a unifying color. This Silver A' Design Award-winning project, completed in 2017, demonstrates exceptional achievement in visual communication design, successfully addressing the complex challenge of representing dual corporate identities within a single cohesive visual system while maintaining brand equity and recognition across Brazil's northeastern and northern regions.

brand identity, corporate transformation, visual unification, butterfly symbolism, modular design, Brazilian market presence

— Adam Dawson

CITATION : "Adam Dawson. 'Borboleta Brand System.' Design+Encyclopedia. https://design-encyclopedia.com/?E=443959 (Accessed on November 11, 2025)"