MOOZ is a brand of the Retail Tech unit of Grupo Boticário. 

Through integrated financial solutions, the brand has a transaction volume of R$13.9 billion/year and R$831 million in benefits reverted to its clients and consumers.

If, before, the brand served exclusively to franchises and resellers of Grupo Boticário, in 2023, it launches itself to the market.

Papanapa, in partnership with Criatexto, was invited to rethink the brand evolution, considering its positioning, narrative, and visual and verbal identity systems.

For the positioning, we started from the brand's differential: born within one of the largest retail groups in the world, it brings its experience to its customers, knowing the aches and joys of being a retailer.

If offering integrated financial solutions is very good, adding knowledge and passion for retail to this delivery is even better. Therefore, we defined their team as – Retailers at heart – and created a dynamic and emotional narrative of those who 'encourage retailers to grow.'

The existing logo, with thin lines, rigid structure, and sharp corners, became disconnected from the new positioning and no longer represented the brand's essence. The new design – more fluid and uncomplicated – connects directly to MOOZ's values and objectives.

At the center of the visual language, a modular and restless system of rounded shapes, affectionately called Gomooz, reflects the ecosystem of constant collaboration and transformation.

The new color palette, combining shades of green and vibrant orange, balances a commitment to doing better and the human side of retail.

In the verbal identity it brings, the energetic and inspiring tone of voice motivates and invites us to transform. Its essence is reinforced and visually represented through typography with a welcoming personality.

From Grupo Boticário to retailers all over Brazil, the new MOOZ is ready to improve the routine of every person who lives in commerce and make this market a pull of opportunities, connections, and growth.