Due to the economic situation in Brazil, the number of consumers switching Hypermarkets to Wholesale has been steadily increasing.

The wholesale network of Maxxi needed to increase the perception of value of its stores and create a better shopping experience for merchants and great consumers.

The letter X already present in the brand name is meaningful such as multiplication, size and grandeur – perfect attributes for a wholesale.

Thus, the new visual identity bet on the iconization of the letter X, which became the protagonist element in the storefronts.

In addition, the more modern and italic logo also praised the letter X, while the red color has gained a more modern and welcoming tone, becoming the color code of the brand.

The result, an identity that revitalized the image of the brand and created great impact and modernity, becoming from the storefronts to the signs the relationship between consumers and Maxxi.