baz

Grupo Salinas has broken the paradigm of super apps with the launch of baz, a super-app for logistics, payments, entertainment and communication services.

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This was an unprecedented project in the Mexican market. We became part of a paradigm shift in the way we use money, connect with others, buy and consume content.

The name was the first ingredient of the brand, created by our client, Grupo Salinas. "baz" is phonetically the same in Spanish as “vas”, from the verb "to go”, a call to action. In addition, "vas" is used in Mexico as an invitation, a push, synonymous with cheer up, dare, do it.

We looked closely at the most successful super-apps in the world and created an extensive benchmark. The insights we obtained helped us define the essence of the brand: to break the paradigm through the integration of so many possibilities in one single super-app. Its relevance is the power it has to transform lives by being so useful, and what makes it different is that it is a platform designed by Mexicans, for Mexicans.

baz bets on our ability and conviction to improve ourselves, and change our lives for the better. And because it’s designed for us, it empowers us to do everything, all from the palm of our hands. For this reason, "you can do everything" supports the brand idea, as well as the decisions and criteria that shape it.

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The symbol is inspired by our Mexican roots. It represents the idea of a spinning top that rotates on its axis to maintain balance. It is like an eye, the gateway to our senses, surrounded by an environment that transports us to the world of baz.

It especially reveals the personality of the brand. baz is Mexican, super competent, vibrant, different, fearless, trustworthy, fun, light-hearted, and enabling.

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For the color palette, we quite simply looked around us. Green tones represent hope, while magenta and purple are colors that reflect our human, warm and vibrant spirit. These colours are also a reinterpretation of the Mexican flag, although with more vivid greens and, instead of red, we used magenta and purple, tones frequently seen in our crafts and architecture. Although disruptive, these colors identify us, especially the green, and this allows the best kind of communication.

Basically, we aimed to reveal a brand that reflects disruption and innovation. It comes from the search to do things differently, because baz believes that Mexicans can do anything and everything.

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