← Work · Natural foods & spices · Bauru, Brazil

EmpórioRodrigues

In 2018 the goal was to make the shop the biggest in the region. It looked like mission impossible. In 2024, Empório got there.

Client: Empório Rodrigues · Bauru, Brazil
Partnership: Since 2018
Scope: Visual identity, social media management, signage, delivery and in-store materials
Highlight: 172K Instagram followers, on a profile that started from zero

Lit Empório Rodrigues sign on a street at night — Mockup · shop sign

01 — Where it started

The goal set in 2018 looked like mission impossible: make Empório the biggest shop in the region.

Empório Rodrigues is a family business opened in Bauru in 2008: spices, bulk grains, wholefoods, supplements and special-diet food. When I started working with them, the shop used a gold lettering logo with a drop shadow, and its Instagram profile started from zero.

Around 2024 the goal was reached. Empório became the biggest shop in its segment in the region, and the gap to the rest keeps growing.

02 — The brand

From gold lettering to a grocer’s seal.

In place of the old logo, a seal with a blackletter R, a wheat wreath and the opening year. The line “Sabor à primeira vista” (flavour at first sight) has been with the brand since its first page cover. In 2020 the seal got a Delivery ribbon.

Before

After · 2018

Chocolate brown#241E0A
Caramel#B78F5F
Cream#F3EEDD
Mustard#FBC50E
Red#E10F3F

Delivery version · 2020

First page cover for Empório: Sabor à primeira vista — First page cover · 2018

03 — The profile

From zero to 172K.

0

Instagram followers

2018

Each dot is a thousand people. The 400 dots give the scale of Bauru, with about 400,000 residents.

2018: a brand-new profile, without a single follower.

Every week, post after post.

July 2024: 30,000 followers.

That same year, Empório became the biggest shop in the region.

Today: 172,000 followers, in a city of about 400,000 people.

04 — Every week

Product of the day, recipe, giveaway, what’s new.

Since 2018, posts have gone out every week with the same signature: dark wood, the product as the hero, signage lettering and a footer strip with the address and seal. Each post speaks to one of three people: the family mum, the athlete and the home cook.