We began by immersing ourselves in the Carnival routine and actively listening to street vendors to understand what needed to change in the relationship with Ambev. Our analysis showed that the brand should not take on the role of a “savior” or a distant sponsor. The approach needed to be on an equal footing, respectful, and backed by tangible benefits. From this analysis emerged the premise “always alongside, never above,” which guided the entire project.

The idea took shape as a brand identity capable of speaking on equal terms. We defined an inclusive, trustworthy, and down-to-earth tone of voice, focused on recognizing workers’ efforts without resorting to empty promises. Visually, we created our own iconography inspired by objects found in street vendors’ daily lives, such as Styrofoam, stools, beach umbrellas, flip-flops, and caps. The warmer colors from Ambev’s palette brought the brand closer to the human energy of Carnival.

This system was applied to the various touchpoints of the experience. Credentials, sunscreen, and kits containing a UV-protective shirt and a cap were no longer treated as freebies but were instead presented as work gear. At the Bora Ambulantes HUBs, the brand organized spaces with restrooms, drinking water, rest areas, and cell phone charging stations. Thus, the narrative of partnership became a visible and useful contribution: the brand began to function as infrastructure, a welcoming presence, and a symbol of respect.