Mió is an exclusive brand of products from the Araujo drugstore chain, one of the largest in Brazil. They decided to launch a house brand with over 50 stock keeping units based on three pillars: quality, fair price, and design. Brazil is a large country with many different accents. The unique way in which each region speaks was the starting point for the project. 'Mió' is a way to say 'melhor' - it’s like saying 'betta' instead of 'better' in English. The design identity makes use of fluorescent colors, graphic patterns, and no product photos printed on the packages. This visual identity makes Mió stand out on the shelf. Monthly sales increases of 34% demonstrate the marketing power of good design.