Client CheckMate
Branding and packaging design to reposition Checkmate mate tea and unify a 45-product portfolio.
Finanças na Mochila
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With Edu, a curious and patient tortoise, financial education gained a face, a name and a place in the backpacks of students across Brazil: big achievements happen step by step.
Challenge
The Sicredi Foundation needed to give its financial education program in Brazilian schools an identity of its own (and a face). It was important to integrate the brand architecture with schools’ teaching routines, conveying the importance of planning and consistency in a way that is simple, light and applicable to students.
Result
The program was renamed “Finanças na Mochila,” with a visual signature aligned with the Foundation and a welcoming verbal identity. The mascot Edu, a friendly, curious tortoise, brought the brand closer to students across the country, reminding them that practical learning and big achievements happen step by step.
Overview
Deepening its social impact initiatives, the Sicredi Foundation created the Financial Education Journey in Schools, a program that connects with the reality of Brazilian classrooms to build a tomorrow full of possibilities. Its core purpose is to teach children and young people the value of planning and consistency, showing that financial health can be simple when cultivated early.
Our collaboration began when the Foundation decided to give its program, which was already changing thousands of students’ lives, a voice and identity of its own. The strategic phase included deep immersion in the Sicredi universe, interviews with pedagogical advisors and a careful analysis of the brand architecture. From there we reached the project’s key idea: real change comes from the sum of our differences and from valuing small steps.
The new name, “Finanças na Mochila,” came from the ultimate symbol of school mobility and learning: the backpack that carries practical knowledge anywhere. We developed a visual signature aligned with the Foundation’s standards and a welcoming verbal language, which led to the mascot Edu. The character, a young, curious and patient tortoise, warmly conveys that great results come from small daily choices. In schools, the project comes alive as a light, inclusive and transformative tool for the future.
Credits
- Client
- Sicredi
- Year
- 2026
Project content
