Boali

We developed the brand strategy, naming, and visual identity for Boali, a 100% Brazilian brand created with the purpose of transforming habits and doing good through healthy eating. The name Boali was developed to convey a healthy food style and well-being, reflecting the brand’s essence.

The visual identity was crafted to be contemporary, flexible, and dynamic, ensuring recognition and consistency across different touchpoints. Boali has become a benchmark by combining healthy eating, an engaging experience, and a positive impact.

Boali was born from a significant transition: the Brazilian operation of Salad Creations became an independent brand, with 23 stores in operation. The challenge was not simply to rename the business, but to reposition it for the Brazilian market, with its own value proposition and the ability to scale. Brandium led the brand strategy, naming, and visual identity for this transition.

Boali is based on a clear choice: to treat healthy eating as part of everyday life, rather than a sporadic decision. The proposition moves away from being associated solely with restriction or dieting and instead connects with convenience, experience, and recurrence. The positioning organizes the brand to function in daily routines, not just in specific consumption moments.

The name Boali derives from “Boa Alimentação” (Good Nutrition), condensed into a shorter form that works as a brand. This contraction transforms a descriptive idea into a more fluid name, easier to remember and suitable for scalable operations, particularly in a franchise context.

The identity was designed to operate with clarity and flexibility across different touchpoints. The symbol is based on the letter “B”, formed by two organic elements. This construction avoids depicting a specific product and keeps the brand open to different categories and extensions. At the same time, it preserves immediate readability of the initial, ensuring recognition. The result is a simple system, with accessible forms and consistent application, suited to a context of growth and replication.

The brand was structured to operate within a franchise expansion environment, where consistency and ease of application are critical. The visual system allows for replication without loss of recognition, maintaining unity even with variations in format, space, and communication. Today, with more than 100 stores in operation, this structure supports expansion without fragmenting the brand.