Bricos, originally named Mayoreo Electrico Monterry, is a hardware store servicing the North East and Monterry regions of Mexico. As part of an expansion plan the company approached design agency Anagrama to create their new identity, Private Brand packaging and retail environments with the consistency that consistently brings the revitalized retail brand to life.
They presented the agency with a very clear goal: to stop being your typical hardware shop and become a construction material supplier that could be perceived with much more formality upon the arrival of international competitors.
The new logo is fairly straightforward in its execution utilizing clean modern typography that evokes the nature of construction and engineering. The chevron visual device provides the weighty and static logo with a dynamic juxtaposition. This is applied as a pattern across stationary, Private Brand packaging and signage in a repeating linear fashion reminiscent of barrier tape.