Bahianinho is now CB!
Invited by Via Varejo’s marketing team, we were responsible for the redesign project of one of the most iconic characters in Brazilian advertising, the Baianinho from Casas Bahia.
To accompany the repositioning of the Casas Bahia brand, CB was created to translate and communicate the company’s values through its social media channels in an empathetic, inclusive, and connected manner.
Our challenge was to enhance a character already so beloved and easily recognized by the public, maintaining its essence while growing its personality to stay in tune with the latest trends and innovations.
Since 1960, the brand’s mascot has undergone several design changes, always featuring the traditional northeastern leather hat, typical of cangaceiros and representative of Brazil’s Northeast, along with a yellow T-shirt bearing the brand’s logo. This continued until around mid-2019, when it was realized that a more significant change was needed in the character’s presence, leading to its appearance in all of Casas Bahia’s communications, while keeping the brand’s values and the character’s personality intact.
Following the trend of virtual characters, the public increasingly felt comfortable communicating with brand personas in the digital space, allowing them to visualize a face and personality for companies. The Casas Bahia mascot was a protagonist in this era! It became more and more consolidated in the digital space, eventually becoming one of the biggest digital influencers in Brazil and the world.
The transition campaign included the character’s redesign with a launch animation, in which the character grew up and presented us with his new teenage look.
Thus, we saw him transform into a digital influencer. Through the career management we carried out for the character in ongoing work, he naturally took on the role of an influencer. The character became part of the public’s daily life, participating in memes, viral content, and engaging in various conversations about games, films, and wherever creativity could take us.
Since his launch, CB has been constantly evolving. Want to know more stories about this character? Check out CB TikTok Content, CB Social Content, and Behance: 30 Meses de CB. Follow CB on social media!
"
"
"
"
"
"
"
"
"
