Lontano is one of those brands that comes to the agency with an interesting challenge. A business model that is built with inertia and few initial questions. We received the request from its founder with a clear premise: not to change the squirrel symbol. We set to work, thoroughly analyzing the business and its monetization strategy. A brand that will represent or be part of many brands, since the business model is based on creating quality clothing with style, a certain modernity and golf-like class, but with a look that can be worn every day. Adding to this complexity is the fact that Lontano is a brand that will produce clothing for other brands and wants its identity to blend with those brands, also being a seal of quality and a guarantee for anyone who sees, uses, or receives these garments. After an interesting analysis and approach workshop, we began working on brand development: vision, values, target audience, desired positioning, brand attributes, etc. All of this had to coordinate a coherent and attractive identity, combined with a suitable point of sale that must be modular, starting with sales corners. Customized typography with a solid foundation. The typeface family chosen as the basis for the visual representation of the naming was Editorial Typeface N. An elegant typeface, without losing the brand's essence: the serif. With a touch-up, the lowercase. It brings us closer to the customer, makes us more intimate. The work carried out is based on aesthetic modifications to improve consistency with the symbol and to create a more static typography. Axis of the O. Shifting the serifs. Enlarging the endings and junctions of the characters themselves. A brand that will coexist with others. A brand that must learn to coexist, both with other brands on the garments themselves and in points of sale at golf courses, sports clubs, multi-brand stores, etc. A brand for which a modular corner has been prepared with materials consistent with its style, values, and philosophy.