Eau de Golden Ratio

Originally a small prescription pharmacy that started in 1977 in the city of Curitiba, Paraná in Brazil, O Boticário has evolved into a producer of various beauty products like fragrances, soap, body care and make-up, and now holds the claim of being the largest chain in the world in this sector, with 2,500 stores in Brazil alone, 70 across 15 other world cities, and presence in multiple sales points like department stores. To handle the growth of this consumer-facing brand, a new corporate entity has been created, Grupo Boticário, with an identity designed by the Brazil office of Futurebrand.“Given its constant expansion, O Boticário realized it had to create a Group that took in all its brands — consumer, initiative, internal and others. This led t