Pavio

Pavio is a branding studio specialized in brand language, known for its hands-on approach that goes beyond theory and conceptual thinking — focusing instead on real-world brand implementation. With the concept of “branding that doesn’t fade,” Pavio’s distinctive proposition lies in developing brand strategies, naming, and verbal identities that are felt beyond the brandbook — out in the world, in everyday life, in the eyes of the public.

The brand’s visual language is rooted in the personal perspective of the studio’s founder, Pedro Kastelic, on the true value of branding and brand building. Drawing inspiration from elements of popular culture — such as prayer cards, drink labels, firecrackers, popcorn bags, fridge calendars, and matchboxes — and directly referencing fire (connected to the brand’s name and concept), the identity embraces humor and spontaneity.

The multiple logos, which resist presenting the company as something fixed or static, help communicate the brand’s many voices and expressive capabilities. Graphic elements and illustrations like explosions and flames reinforce the fire metaphor and appear throughout the materials as an invitation to avoid cold or apathetic communication. The mascot, inspired by a flame and full of fiery personality, takes on various forms, reflecting its expansive and ever-changing nature.

Text plays a central role in Pavio’s identity — it’s an essential part of both the creative process and the studio’s deliverables. To highlight written content, the identity uses two distinct typefaces: Owners, inspired by Brazilian newspapers from the 1970s, and Vulf Mono, used in details and for the mascot’s voice. The black-and-white color palette references the aesthetic of low-cost printed materials, while the yellow — commonly seen in high-volume print runs — adds warmth to Pavio’s communications.