A woman in safety glasses carrying a plank under the Casa de Héroes logo

Casa de Héroes

2025

Strategy and identity for Casa de Héroes, an apparel label that honours everyday heroes, from the immigrant who starts over to the person who holds a family together.

Disciplines
Strategy, Identity
Year
2025
Six black panels of Casa de Héroes brand statements, from vision to target audience, on blue

Fredo, the founder, spent his weekends studying business and branding before he revealed the label. He wanted it to unite people.

The concept, Armor for Heroes, speaks to ambitious young people. The mark, a pair of masked eyes, runs from hang tags to hoodies, and the lines stay plain: Heroes wear more than capes.

Casa de Héroes brand values in white on blue: empowerment, inclusivity, integrity, tenacity
Blue and grey Casa de Héroes hang tags, the grey one with sizes and a barcode
A man in a patchwork puffer jacket and cargo trousers behind the Casa de Héroes monogram
Horizontal Casa de Héroes logo in white over a giant black CH monogram on blue
A tattooed worker at a workbench by blue storage bins, behind the Casa de Héroes symbol
Three vertical Casa de Héroes promotional graphics for free shipping, 20% off and a new collection
Repeated slogan "Be the hero we need" in white over the blue Casa de Héroes symbol
A pink-haired woman with a pressure washer, overlaid with "Heroes wear more than capes" and casadeheroes.com
Casa de Héroes logos cycling in white on blue: the eye symbol, CH monogram and wordmarks
A cream Casa de Héroes cap reading "Smash expectations" in a bowl of lemons
A black Casa de Héroes T-shirt hanging from an open dryer in a coin laundry
Headline "You weren't meant to get it. That's the point" above the Casa de Héroes monogram
The back of a model's black top with blue flames and "Born in flame. Heat rises"
Stacked Casa de Héroes wordmark in white with a brush-script Héroes, on black

Features & Awards

Credits

Creative direction
Thiago Rocha
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