Ten pages of legal threat

The letter came from lawyers representing a global sportswear giant. Their original logo was too similar to the corporation's trademark. A formal opposition had been filed at INPI. At the same time, their original name was being contested by another active brand in the same segment.
An INPI opposition doesn't automatically shut anything down. You can ignore it and keep going. But if the registered trademark owner decides there's consumer confusion happening, it becomes a real civil lawsuit. With sales already running and growth plans on the table, that risk wasn't worth leaving open.
The investment was already in. Stock produced, first sales made. Rebranding early was the only move that made financial sense.

What the streets were saying

Before touching any visual concept, we went to understand how this audience actually communicates.
During the immersion, one word kept coming up: "corre." In standard Portuguese it just means "run." On the streets it becomes something else entirely. "Tô no corre" means grinding. "Vamo correr" means let's move. It's attitude, routine, momentum.
Their original name was Korre, an attempt to capture exactly that. The idea was right. The execution needed an adjustment that would make the name legally protectable and visually distinct. We changed one letter. Korre became Korri, a spelling this generation already uses naturally when typing on their phones. A small shift, but enough to secure the registration.

From concept to visual

With the name moving forward, we studied the visual vocabulary of major sportswear brands. Curves, diagonals, implied movement. Korri needed to belong to that universe without looking like a copy of anyone already in it.
We also looked closely at daily life in Brazil's periphery. Obstacle after obstacle, and people keep going. They pause, breathe, and push forward again. That breath became the conceptual foundation of the new symbol. We combined that cultural weight with the athletic energy the market expects and built something no other brand could claim.

Visuals from real life

The typography was built from scratch to complement the symbol. The yellow came straight from the Brazilian flag, already embedded in the culture and in the local football teams people grow up supporting.
With the new identity ready, the founders didn't wait for INPI's verdict to move. They shot the campaigns, fed the social channels with the new pieces, and kept building. They were confident it would pass this time. Two years later, approved with no oppositions.
No studios in the shoots. Campaigns were made on public buses, at neighborhood bars, at local markets. Clotheslines and plastic shopping bags became visual signatures because they're part of the actual landscape, not props.

Back to the streets

When the rebranded Korri finally went to market, it did not look like a company running away from a lawsuit. It looked like a brand stepping into its true power.

The young people from the periphery saw the yellow bags, read the word Korri, and recognized themselves instantly. They were wearing a brand that understood their daily hustle and possessed its own unmistakable DNA. The connection between a great product and its authentic identity was completely established.

Need a project like this?

Most of what a brand needs already exists inside it. We find it, shape it, and put it where people can see it.