Barugel
Design your world

Barugel Azulay is a market-leading Argentinian construction, interior design, and household product company. We rethought its brand positioning, shifting the focus from construction to design. This strategy brought with it a series of modifications to the verbal and visual brand identity — renewing the logo, the general look & feel and, eventually, simplifying its name.

Client: Barugel
Agency: Nro.3
Year: 2015
Country: Argentina
Sector: Retail

Strategy
Positioning
Naming

Branding
Visual Identity

The Challenge

To create a brand framework that conveys a design-focused approach — leaving behind its connection with heavy construction. To position Barugel as a leader in the home goods and interior design sectors, while becoming a trusted advisor in decor, furniture, finishings, and boutique design elements.

What we did

We left behind any graphic connection stereotypical of the industry — such as vibrant and corporate shades of blue and heavy typography — to establish a set of visual elements related to design, fashion, and trend. We assigned a dark lead tone as the new hero color, combined with white and textures of noble materials to set the tone for a more sophisticated look & feel.

We also incorporated a serif-style font into the brand that brings with it a renewed sense of hierarchy and trajectory. Nordic-style compositions and layouts helped to form a clear and timeless approach. During this process, we factored in feedback from customers that simply refer to the brand as ‘Barugel’, adopting the shorter name for corporate communications.