← Work · Country club · Lençóis Paulista, Brazil
Recantoda Coruja
A club founded in 1991 gets a name that welcomes two companies.
- Client
- Recreation club of Lwart and Bracell
- Scope
- Naming, repositioning, identity, signage and communication
- Partnership
- Ongoing since late 2021
- Result
- Club usage up 10 times
01 — Where it started
A fishing lake, football pitches, a court, a sauna, a restaurant and party halls. A whole club that most employees felt belonged to the company next door.
02 — The place
A whole park, waiting for a name.
Kiosks on the lakeshore, a trail under the trees, a football pitch and painted tyre swings. The landscape already spoke the language of national parks. The name still spoke the language of the staff badge.
A name that had an owner.
Lençóis Paulista revolves around its industries. When one of them changed hands, the employees’ club came to belong to two companies, while the name still belonged to one.
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1991
Lwart, which recycles and re-refines used lubricating oil, and Lwarcel, the group’s pulp arm, found a club for their employees. It is an instant success, and the town starts calling it Grêmio Lwart.
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2018
Lwarcel, which had grown enough to have a major industrial expansion approved, is sold to Singapore’s Royal Golden Eagle group and becomes Bracell. Under the deal, the club stays open and shared by both companies.
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The impasse
Bracell has about three times as many employees as Lwart. They didn’t join, didn’t come to events and didn’t see Grêmio Lwart as theirs. There was no sense of belonging.
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Late 2021
I came in with a clear brief: give the club a new name and a new presence, so employees of both companies would feel welcome.
03 — Naming
From Grêmio Lwart to Recanto da Coruja — Lwart · Bracell Country Club
The old name said whose club it was.
The new one says what it is: a place.
And both companies fit in the signature.
04 — Strategy
From perk to privilege.
Before changing the name, I changed how the place was seen. The club was presented as a country club, the kind of place these employees admire and want to visit, and that only they can use.
The visual reference came from the U.S. national parks, Yosemite in particular: a classic language of wooden signs and badges that middle-class Brazilians hold in high regard.
05 — The name
Who already lived there.
The name had to feel welcoming and elegant. It came from a pair of barn owls, native to the region, that live in the club’s preserved vegetation. Nobody had to belong to one company or the other to like them.
06 — Support version
An owl for every size.
The main badge carries a lot: the club’s name, both companies, the founding year, the woods and the owl’s feathers. Below 4 cm in print or 150 px on screen those details start to blur, and in an embroidered uniform they blur sooner.
For those cases I drew a support version, with the name in larger letters, the year up front and a simpler owl. It is used only when size or material rule out the main badge, between 1 and 4 cm or between 38 and 150 px.
07 — The system
From the member card to the court sign.
Identity & stationery
Member welcome kit
Uniforms
Brochure
08 — Signage & wayfinding
National-park signs in the heart of São Paulo state.
09 — Launch & communication
A launch inside both plants.
Internal announcements, signs in both companies’ cafeterias and the debut on social media. Since then, I have run the club’s content and internal promotion: banners, flyers and signs.
10 — Club life
Now the club has a calendar.
A June festival under bunting, carnival, Mother’s Day, Father’s Day, an orienteering race, a five-a-side final and even a truco card tournament. At every event, the badge shows up where people are: on stage, on the start arch, on the backpack that goes home.
11 — Result
×10
in club usage since late 2021
1.200 → 12.000 people a month
Members joined in large numbers from both companies. Today, “Grêmio Lwart” is a memory held by the town’s oldest residents, and Recanto da Coruja is the name known across central-west São Paulo state.
12 — Deliverables
- Naming
- Repositioning strategy
- Main badge & support version
- Stationery
- Member kit
- Uniforms
- Brochure
- Signage & wayfinding
- Launch campaign
- Internal communication
- Social media content
- Creative direction & design
- Gabriel Vitiver
- Client
- Lwart · Bracell
- Location
- Lençóis Paulista, SP