Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Experience Design: Trade, Retail and Automotive For 30 years, we have been connecting people and brands to create memorable experiences. Our results combine strategy, design, creativity and proprietary methodology, along with the ability to execute in all environments, whether physical or digital. About CDA Brands

O projeto para a Drogaria Pão de Açúcar teve como objetivo revitalizar a loja com base na atmosfera das antigas boticas e na ideia de marcas que tornam o dia a dia mais leve. A intenção era criar uma ambientação acolhedora, como nas pequenas cidades, mas com uma linguagem atual. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Revitalization of the store concept inspired by old apothecaries Drogaria Pão de Açúcar Brazil Introduction The project for Drogaria Pão de Açúcar aimed to revitalize the store based on the atmosphere of old apothecaries and the idea of brands that make everyday life lighter. The goal was to create a welcoming atmosphere, like in small towns, but with a contemporary language. Development The proposal was built around the use of rustic and natural materials. Shades of green were chosen for their connection to medicinal plants and the sense of calm they convey. To display the products, alternative supports such as rope baskets and wooden crates were used, helping to create the desired atmosphere. In areas where an association with the past was not appropriate, the project followed a more neutral approach, maintaining visual unity without breaking away from the overall concept. Results The revitalization of Drogarias Pão de Açúcar resulted in a more human and welcoming environment, connecting tradition and modernity. The new proposal brought identity to the store without compromising the functionality required for daily operations.

O desafio do projeto foi transferir para o ponto de venda, mesmo durante a Pandemia, as características e vantagens da Nova FIAT Strada, entendendo que o PDV é um ambiente phygital e que o processo de compra acontece tanto no espaço físico da concessionária como na comunicação digital do vendedor com o cliente. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Fiat Strada Launch Material Fiat Brazil Introduction The FIAT STRADA was the most important light pickup truck launch among all brands in the Brazilian market in 2020. After all, it is the undisputed leader of the segment, with aesthetic and technological innovations that definitively consolidated the FIAT concept and legacy in Brazil. The challenge of the project was to bring the features and advantages of the New FIAT Strada to the point of sale—even during the pandemic—recognizing that the POS is a phygital environment and that the buying process takes place both in the physical dealership and through digital communication between the salesperson and the customer. Two key questions emerged: How to support dealership sales teams in a journey that, in many cases, would take place without an in-person visit to the store? And how to shift the perception of both salespeople and consumers regarding FIAT’s merchandising efforts across physical and digital points of sale? Development Launching in the midst of the pandemic accelerated the trend toward digital sales channels and the digitization of the production process for physical materials, which could not be manufactured and shipped to dealerships due to logistical challenges. The digitization of the point-of-sale material production process was achieved through the creation of a broadside that served as a complete guide for dealership orientation, along with a series of tutorial videos that supported local production of POS materials. In addition, a customer journey was designed to support salespeople’s digital efforts through tailored content for use on social media and messaging apps like WhatsApp. To complete the strategic approach, an integrated action was planned with various merchandising materials that complemented one another and enhanced the promotional perception across both physical and digital environments. All the materials typically used in a launch of this scale were developed in both printed and digital formats—printed versions for dealerships that had already begun to reopen with flexible hours, and digital versions for general use or for dealerships that remained closed. The orientation guide (broadside) included a range of information regarding the necessary precautions for store reopening, including the creation of a direct communication channel between the dealership network and the agency for resolving any questions. The digital materials were designed to make the conversation between salesperson and customer as fluid as a face-to-face interaction, using messaging apps. To achieve this, we thoroughly investigated the digital purchasing journey and proposed communication tools for various stages of the conversation—including in-person encounters. Results The launch marked a complete shift in FIAT's merchandising standards during a key moment of brand repositioning. The digital catalog offered a clear overview of the product, features, and versions; feature videos highlighted benefits and advantages; stickers helped make conversations more engaging and relaxed; the "Work & Play" cubes both informed and entertained; and to close the sale, a groundbreaking digital proposal was introduced, consolidating key information such as trade-in evaluations, pricing, and financing conditions. The integrated project of physical and digital POS materials empowered salespeople with greater protagonism and enabled more personalized communication with customers—reaching a more advanced level of content without losing personality or efficiency in the negotiation process. The integrated development of materials for both the physical and digital journey, each with specific goals, made the dealership environment much more promotional and successfully met all sales targets.

Recebemos o desafio de aumentar o ticket médio da rede, transformando o modelo de negócio: de uma loja especializada em calçados esportivos para uma loja de produtos esportivos de forma mais ampla. O objetivo era ir além da venda de tênis, estimulando novas compras por meio da ampliação do mix e da experiência de marca. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Concept and implementation of the Authentic Feet stores Authentic Feet Brazil Introduction We were challenged to increase the network’s average ticket by transforming the business model — from a store specialized in athletic footwear to a broader sports goods store. The goal was to go beyond selling sneakers, encouraging new purchases by expanding the product mix and enhancing the brand experience. Development The project’s strategy was to create an emotional connection with visitors, inspiring rather than simply selling. The store evolved from being just a point of purchase to becoming a dynamic, ever-changing space where each visit reveals a new possibility. This flexibility was made possible by a clean and versatile architectural design, with modular walls that support everything from full outfit displays to high-capacity merchandising, both front-facing and lateral. The product mix was expanded to include apparel in the portfolio. This variety encourages customers to return more often, increasing the potential for cross-selling. Additionally, sustainability was a key pillar of the project: we chose materials such as Ecobrick, made from recycled polyurethane — a choice that reinforces the brand’s commitment to conscious and contemporary practices. Results The new project repositioned the store as a dynamic, attractive space aligned with the behavior of today’s consumer. The expanded product mix, combined with a versatile and sustainable environment, strengthened the brand’s presence, increased the average ticket, and created a space that inspires, welcomes, and encourages customers to return.

Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Here at CDA, we create connections between people and brands, because we believe that design is language and movement. Every day, we materialize dreams into form and function, transforming, innovating, shaping ideas and behaviors. Our territory is architecture and design, and the point of sale is where brands move from promise to experience. It’s where the magic happens — both in the physical realm and in the digital world. It’s within spaces filled with form, texture, and color that we connect strategy and creativity to transform the visual identity of products and services into attraction and seduction. With 30 years of experience, we’ve learned that every good idea is an opportunity to build connections — and that designing points of sale is more than organizing spaces; it’s fundamentally about creating experiences that bring people closer and generate emotional memories. That’s why every project at CDA is designed to make sense, evoke feelings, and anticipate thoughts. We are a multidisciplinary team of passionate professionals, combining proprietary methodologies, technology, and a great deal of sensitivity to build living environments that communicate and evolve alongside people. We believe in design as a way to craft memorable human experiences. This is our way of doing things. For 30 years.

A CDA Design aceitou o desafio de entender uma nova jornada de compra de um SUV, que envolve etapas físicas e digitais, e com isso pensar inovações nas peças e ações de merchandising envolvidas no processo de experiência e compra. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Jeep Renegade Launch Material Jeep South America Introduction In a retail landscape undergoing reinvention, car dealerships have evolved little in recent years. CDA Design accepted the challenge of understanding a new SUV purchase journey—one that involves both physical and digital stages—and, from that, rethinking innovations in merchandising materials and actions throughout the customer experience and buying process. A few years ago, the point of sale served a more educational purpose, providing information about the product. Today, however, the consumer often arrives at the dealership more informed than the salesperson. While dealership visits have decreased, they have become more targeted: customers make preliminary decisions online and visit fewer stores to save time. In this new scenario, the role of the car salesperson deserves special attention, as fewer visits can lead to a reduced sense of purpose and increased anxiety—negatively impacting performance and sales results. Development Promoting salesperson empowerment through digital tools that enhance their role in the customer journey—starting from the very first contact with the dealership. Custom video teasers, designed specifically for sharing via WhatsApp, along with a mobile-first digital catalog (not just a simple adaptation of a printed version), acted as communication tools tailored to this direct interaction between salespeople and potential buyers. For the physical materials, the concept was always to convey the feeling of nature’s challenge, 4x4 capability, and a vehicle truly designed for rugged terrain and difficult angles. The use of certified, reforested wood with hand sanding added authenticity and aligned with the brand's purpose—both through the tilted structure and the use of natural materials that highlighted the Renegade’s rustic character. The test-drive sticker reinforced the Renegade’s key features with a functional and pragmatic design, inviting customers to experience a market leader behind the wheel. Results With a PDVE (Point of Sale and Experience) material aligned with the essence of the Jeep brand and specially designed to showcase the full 4x4 capability, we helped FCA reclaim the leadership of the Renegade in the Brazilian market in 2019. PROJECT AWARDED AT THE 2019 BRASIL DESIGN AWARD.

Com a necessidade de expandir seus espaços e modernizar suas instalações, a Faculdade FMP procurou a CDA Design para criar um projeto que não apenas atendesse às exigências acadêmicas, mas também promovesse acolhimento e interação entre alunos e professores. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Expansion and renovation of the FMP campus FMP Porto Alegre, RS Introduction FMP, founded in 1983 and located in the historic center of Porto Alegre, is an institution that values the comprehensive education of its students, with an emphasis on respect for differences and joyful coexistence. With the need to expand its spaces and modernize its facilities, the Faculty turned to CDA Design to create a project that would not only meet academic requirements but also foster a welcoming environment and interaction between students and professors. Development The expansion and renovation project focused on creating environments that encourage interaction, study, and student well-being throughout the academic day. The 11th floor, with its privileged view, was chosen as a social area, offering shared spaces with colorful niches that invite study and informal meetings. A large central area, with sofas and modular poufs, became a relaxed space for rest, presentations, and enjoying the city view. The 10th floor was reimagined to bring innovation to education. The new space for academic practice includes interactive screens, a computer lab, and a mock courtroom, fostering knowledge exchange and dynamic student learning. The visual communication and furniture were designed to adapt to the different uses of the spaces, with more structured seating and furniture in the study rooms and cafeteria, and softer poufs and sofas in the relaxation areas. The modular nature of the furniture allows students to personalize the spaces, creating a dynamic and user-centered environment. Greenery was also incorporated to enhance the feeling of warmth and comfort. Results The renovation and expansion project of FMP not only addressed the need to modernize the infrastructure but also created innovative spaces that promote student integration and well-being. The new social and study areas have played a key role in students’ overall development, fostering a more interactive and welcoming academic experience, far from the typical formality of law schools. The project was awarded at the Brasil Design Award 2019, recognizing its impact on the educational environment.

Recebemos o desafio de traduzir a trajetória centenária da Ferreira Costa em um novo posicionamento, por meio da revisão de identidade e da materialização do propósito da marca em todos os seus pontos de contato. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Rebranding and store design for Home Center Ferreira Costa Ferreira Costa Brazil Introduction In a country where most businesses close their doors within five years, Ferreira Costa stands as a remarkable exception. Founded in 1884 by a Portuguese immigrant in Garanhuns, the brand remains under the leadership of the founding family to this day and is the largest home center chain in the Northeast, with stores in Garanhuns, Recife, Salvador, Aracaju, and João Pessoa. We were challenged to translate this century-old journey into a new positioning by revisiting the brand identity and bringing its purpose to life across all touchpoints. Development The work began with a deep immersion into Ferreira Costa’s history, combining ethnographic research with interviews and interactive sessions with leadership. Based on the branding and retail design diagnosis, we conducted a workshop with managers to collaboratively build the new brand purpose — the foundation for redesigning the identity and brand experience. The new brand retains elements that reflect its Portuguese heritage, such as the graphic mark, green, and red, while incorporating new visual codes that express its evolution. Gray was added to the store signage, and a secondary color palette was developed to organize and unify the various departments. In the new João Pessoa store, this repositioning is reflected in an integrated retail project. The proposal includes signage, visual merchandising, promotional communication, and also influenced architecture, equipment, and materials. Digital transformation is also part of this new phase: e-commerce, channel integration, digital product search at the point of sale, in-store pickup, and social media integration were all designed to align tradition with innovation — without losing the essence of the brand. Results The new identity and store design mark a new chapter for Ferreira Costa, reaffirming its commitment to tradition while looking toward the future. The brand has gained even more consistency and strength, solidifying its position as a regional and national reference, while modernizing to continue delighting customers, employees, and partners across all touchpoints.

O desafio da CDA foi criar um mobiliário de uso temporário para integrar o ATM Saque e Pague à ambientação do Pier X, criando ao mesmo tempo um espaço receptivo onde as pessoas pudessem ter um primeiro contato com a marca e com o conceito do espaço, acessar o Wi-Fi e baixar o aplicativo, iniciando sua experiência. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Integration of the Saque e Pague ATM at Pier X: Parametric Design for a Phygital Space Pier X and Saque e Pague Shopping Iguatemi, Porto Alegre Introduction Pier X, a temporary space located at Shopping Iguatemi Porto Alegre, was Brazil’s first phygital marketplace. The phygital concept — the integration of physical and digital environments — and a frictionless consumer journey were the cornerstones of the space. To enable this experience, Pier X operates without salespeople or checkout counters. All purchases are made through an app, and entry into this digital environment begins at a Saque e Pague ATM. Development CDA’s challenge was to design temporary furniture to integrate the Saque e Pague ATM into the Pier X environment, while also creating a welcoming space where visitors could have their first contact with the brand and the concept of the space, access Wi-Fi, and download the app to begin their experience. Located in the so-called twilight zone and required to house a large-scale device, one of the project’s key premises was to prioritize the ATM’s positioning in terms of public accessibility, maintenance, and alignment with the space’s main visual axes. Based on the key visual proposed by Pier X — featuring green walls, natural elements, and a neutral color palette in its materials — our project was developed. To convey lightness, dynamism, and at the same time warmth and comfort, parametric design was used. Raw wooden boards were layered and interspersed with black ones, forming a fluid-shaped structure that embraces the ATM. The gestural and organic lines, free of edges, create a sense of coziness while standing apart from the basic Pier X furniture, which follows a more orthogonal and minimalist design language. Results The proposal accurately translated Pier X’s innovative concept, connecting technology with warmth. The project was recognized with the 2018 Brasil Design Award.

Com o desafio de traduzir a essência da marca JEEP em seus pontos de venda, criamos criou um conceito para as concessionárias da marca, unindo arquitetura, cenografia e experiência. A proposta era reforçar os valores de liberdade, autenticidade e conexão com a natureza em todos os espaços da loja. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Concept creation and implementation of Jeep dealerships Jeep Brazil Introduction With the challenge of translating the essence of the JEEP brand into its points of sale, we created a concept for the brand’s dealerships, combining architecture, scenography, and experience. The proposal was to reinforce the values of freedom, authenticity, and connection with nature throughout every area of the store. Development The scenographic concept is inspired by trails, evoking JEEP’s adventurous spirit. Natural materials, earthy tones, and elements that reference the landscape were used to create a warm and authentic environment. Each area of the dealership was designed as a stage of a journey, intuitively guiding the customer through the purchase process — from entry to vehicle delivery. The environment strengthens the emotional connection with the brand and encourages customers to spend more time in the space. Results The new concept for JEEP dealerships repositions the sales environment as an immersive touchpoint with the brand. The combination of strategic architecture and a sensory narrative transformed the space into a true experience, aligned with the JEEP lifestyle and off-road universe.

Recebemos da Agafarma o desafio de buscar seu propósito em um projeto de reposicionamento da marca que se refletiu em uma nova identidade visual e na materialização de todos os seus pontos de contato, principalmente no novo projeto de loja. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Rebranding, concept, and rollout of the Agafarma store network Agafarma Brazil Presentation We were challenged by Agafarma to uncover its purpose through a brand repositioning project, which was reflected in a new visual identity and the materialization of all its touchpoints — especially in the new store design. Agafarma is a network of over 500 pharmacies that chose cooperation over competition, creating the first industry association in Rio Grande do Sul. These stores are run by their owners — many of them pharmacists — and are present in nearly every city in the state. It is a popular brand, aimed at people who, when in need of care, often face long lines in the public healthcare system. Development After an in-depth immersion into Agafarma’s ecosystem and the market, the diagnosis revealed that the competition was positioned either in the wellness and beauty segment or focused on low prices. No one was talking about health. Looking at this scenario through Agafarma’s values and attributes — proximity and care — the path to brand positioning became clear: focus on people’s health. The network’s symbol was already a heart, so it was a natural step to define the brand positioning: a pharmacy network that is close to people, welcomes them, and cares for their health — “Agafarma takes care of your health, with heart.” In the rebranding, the heart symbol was given greater prominence, reinforcing this positioning. In the flagship store, a dedicated space was created for individualized care in the delivery of pharmaceutical services: the Clinical Space. The creation of this area and the network’s investment in training its pharmacists through a postgraduate program in clinical pharmacy are some of the initiatives driven by its health-focused purpose. Results We completed the brand’s virtuous cycle by uncovering a true and inspiring purpose, and defining a unique and authentic positioning for a brand that provides a relevant service to society through its main point of expression: its pharmacy network.

Tão importante quanto a criação de uma identidade visual é a sua correta aplicação. Através da tropicalização dos guias internacionais, a CDA tem implantado lojas e corners Nike em diversas regiões do Brasil, adaptando a experiência da marca para o contexto local. Search Menu Close Home Projects Clients Purpose People Work Contact PT EN ES Implementation of the Artwalk store concept Artwalk Shopping Morumbi, São Paulo Introduction As important as creating a visual identity is applying it correctly. Through the localization of international guidelines, CDA has implemented Nike stores and corners across various regions of Brazil, adapting the brand experience to the local context. Development Artwalk, a sneaker-focused retailer present in several shopping malls across Brazil, aims to offer exclusive and concept-driven models. The store project was developed with a focus on the Nike brand, aligning its global aesthetic with Artwalk’s unique identity. CDA worked to create an environment that reflected Nike’s identity, highlighting its products and delivering a unique shopping experience. Results This project showcases CDA’s expertise in adapting and applying brand guidelines within Brazilian retail, delivering a cohesive and brand-aligned experience.