At SG + Matri, we believe that a brand is more than a logo, it’s a living expression of values, culture, and connection. That’s why we partnered with AZ, a Brazilian concept store and experience hub that curates design, art, and gastronomy under one refined roof. AZ had a bold vision: to create a space where aesthetics meet authenticity. Our role was to translate that vision into a holistic brand identity that resonates at every level. Starting with a clear brand strategy, we defined AZ’s core essence, celebrating curated living with purpose and elegance.
We then developed the verbal identity, shaping a tone of voice that is confident, warm, and intentional, echoing the atmosphere of the space itself. The visual identity followed suit, with clean lines, refined typography, and a timeless color palette that reflects both contemporary design and Brazilian soul. Our collaboration extended beyond creative work: we offered leadership advice throughout the process and supported the implementation and launch, ensuring that every brand expression, from signage to digital presence, delivered a coherent and elevated experience. The result is a brand that not only defines a destination but also inspires a lifestyle. AZ is more than a store, it’s an invitation to discover, feel, and belong.
Brand Strategy | Verbal Identity | Visual Identity | Leadership Advice
AZ Armazen | Moved by Design/ Brazil
Great partnerships begin with meaningful conversations. If you’re seeking greater clarity, alignment, and growth for your brand in an increasingly complex business landscape,
we have a lot to talk.
Claudio Ribeiro Krause (SG + Matri Brand Consultancy)
Eigelstein 103-113
50668 Köln
© 2025 Claudio Ribeiro Krause (SG+Matri Brand Consultancy)