The name was the first ingredient of the brand—created by Grupo Salinas, the client. “baz” is the phonetic form of the verb “go,” which suggests ongoing action. Additionally, “vas” in Mexico is an invitation, a push, synonymous with “go for it,” “dare,” “do it.”
After extensive benchmarking among the world’s most successful super app brands and analyzing valuable insights from the consulting firms involved in the project, we defined that the essence of the brand is breaking paradigms through integration; that it is relevant to its audiences because it transforms their lives with multiple capabilities; and that it stands out from the competition because it is a platform made by Mexicans for Mexicans, with a shared reality.
baz bets on our ability and conviction to better ourselves, change our lives, and live better. And because it believes in us, it empowers us to do everything from the palm of our hand. That's why “you can do it all” is the brand idea behind the decisions and criteria that shaped it.
The symbol is inspired by its connection to our Mexican roots. It represents the idea of a spinning top balancing on its axis. It is also an eye, the gateway to our senses, and an environment that surrounds us and transports us to the world of baz.
But above all, it reveals the brand’s personality. baz is Mexican, super-capable, vibrant, different, bold, trustworthy, fun, easygoing, and enabling.
For the color palette, the inspiration came from our own environment. Greens are the color of hope; magenta and purple reflect the human, warm, and vibrant spirit found throughout the country. It’s also a reinterpretation of the Mexican flag, but with brighter greens and, instead of red, magenta and purple—tones omnipresent in our crafts and architecture. They also let us code our communications, mainly green, make them ours, and add an interesting degree of disruption.
Ultimately, we sought to reveal a brand that expresses disruption and innovation, born from the desire to do things differently, because baz believes that, as Mexicans, we can do it all.