Bicha de Aluguel
Project details
- Solution
- Branding
- Industry
- Maintenance and services
- Deliverables
- Logo design, Visual identity system, Stationery, Social media
- Timeline
- 4 weeks
Challenge
Bicha de Aluguel offers home repairs with a focus on safety for women and the LGBTQIAPN+ community. Fracto developed a bold, irreverent pop brand that conveys trust, warmth and strong visual impact in the home maintenance market.
The home maintenance and repair market has historically been traditional and rigid, and it can make women and LGBTQIAPN+ people feel unsafe when they need to let service providers into their homes. The project’s founder, Alisson Airam, saw this pain point as an opportunity to create “Bicha de Aluguel,” a maintenance service focused on offering a safe, empathetic and prejudice-free experience.
Fracto’s big strategic challenge was to translate this unique value proposition into a high-impact visual identity. We needed branding that not only conveyed the trust and technical reliability required for home installations, but also embraced the irreverence, approachability and playful tone the brand’s name already carries. The mission was to steer completely clear of the typical “handyman” visual clichés and create an authentic identity that communicated safety without losing its personality.
Solution
To capture the essence of Bicha de Aluguel, we developed a vibrant, nostalgic visual identity full of attitude. The creative direction drew inspiration from 1990s sticker aesthetics, using a pop language to reframe the world of home repairs. Classic icons such as tools and hardware were drawn with rounded shapes, breaking away from the coldness typical of the industry. The bold color palette was chosen to make the brand memorable and reinforce its welcoming energy.
This visual ecosystem was rolled out across a complete, coherent set of deliverables: from the logo design and stationery to the visual structure of its social media. The end result is a brand with an unmistakable personality that builds an immediate, genuine connection with its audience, proving that an excellent maintenance service can be, above all, human, modern and approachable.
