Brutalist Benspeso is a mass-market retail brand, and its name evokes affordability. Our visual identity project was born from a line that evokes the outline of a shopping cart. It is a clean, bold shape that frames the Benspeso logo. The inspiration is Brutalist; therefore, the symbol was designed not so much to achieve formal refinement as to create an immediate, raw, and sincere effect. The color scheme follows suit, unambiguously adopting car body colors for a rich and intense look.