The Amorcão Project seeks to encourage the adoption of stray dogs by promoting a change in the way people see these animals, which regardless of color or size, are capable of providing great companionship. The identity explores affection, docility, exclusivity and joy, in other words: ESSENCE. The loose and uncertain tracing reflects these dogs’ lack of pattern and the colors express partnership and joy. The result was applied to a series of products, enhancing their market value and financially helping animal protection NGOs.
The tracing style, loose and uncertain, highlights the lack of rules and standards observed in mutts' shapes. The colors express the mixture, friendliness and joy, typical of this animal, strengthening the concept of its ESSENCE: what matters is not the breed, but the affection.

"Dreams" collection
"Soul" collection
"Spots" collection

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