This video case presents the new visual identity of Abrak, a brand created for Grupo Zuk’s abrasives segment. With decades of experience serving both rural and urban markets in southern Brazil, the group sought a name and identity that could clearly represent this new business.

The name Abrak emerges from the combination of “Abrasivos” and “Zuk”, resulting in a short, memorable word that reflects the brand’s practical and straightforward personality.

The visual identity is built around strong, vibrant colors inspired by the agricultural environment where the brand operates. Simple yet bold graphic elements reference the abrasive products themselves, creating a visual language that feels robust, modern, and distinctive within its competitive landscape.

This motion case was developed to present the new identity in action, showcasing its applications and reinforcing the brand’s energy, clarity, and strength across different touchpoints.

Diretor de criação: @joelalmeidadg
Coordenadora de Design: @taciaralaise
Design Visual: @girlesans , @taciaralaise
Case: @girlesans
Motion design: @brunogambin.art
Conteúdo: @luizalorentz
Gestora de Projeto: @marcianefriske