STRATEGY

The brand's new phase stemmed from a direct response to the tension and insecurity faced by consumers. If a lack of trust in market solutions generates insecurity, affecting both material goods and people's well-being, Pado has embraced the purpose of…“always working for your benefit“"More than just selling security items, the commitment has become protecting everything that matters so that the customer stays safe."

In this way, the brand evolved into a loyal, bold, alert, and decisive personality. The strategy refocused on the consumer, building a value proposition that combines the classic robustness of metal with sophisticated design and high-tech integrated and intuitive control.

The narrative expands the brand far beyond the physical product, establishing a genuine partnership commitment that protects what is yours, whether it's a security camera, a digital lock that matches the room, or a padlock that safeguards memories. This essence of loyalty and continuous protection was materialized in a clear and approachable positioning, summarized in the tagline: Pado. We're with you..

CREATION

The PADO brand has been redesigned to express a more modern, flexible, and human identity. Its new design features curves and a construction based on intelligent modularity—almost like the codes of a padlock.

As part of its 90th-anniversary celebrations, the logo expands from this same modular logic to give rise to the number 90, transforming the brand's anniversary into an integral part of its identity.

The brand also gains a new symbol inspired by the icon of PADO's first product: the padlock. When rotated, it reveals the letter "P," the brand's initial, creating a proprietary, memorable, and highly responsive element. Throughout the visual language, this symbol gains scale and prominence, opening up to reveal scenes, products, and messages, creating visual impact and reinforcing the brand's presence.

In terms of visual language, PADO's characteristic pink has been enhanced to amplify its differentiation and perception of innovation. The new palette of welcoming tones, combined with a warmer photographic direction, makes the brand's human protection tangible, balancing technology and approachability.

Graphics and icons complement the visual system with references to technology designed to simplify daily life and ensure protection. A versatile universe, created to seamlessly transition between the most basic products and the brand's most technological and premium solutions.

In verbal communication, the human side meets the material, showing that it's for the good of all: physical and emotional. Their tones of voice connect the products to moments, from the most important to the most routine, in a simple yet impactful way, giving a new rhythm to speech and to the lives of those who use Pado. All of this can be seen in titles such as "Peace of mind of not having to lock it away," "It's no coincidence that protection starts with P for Pado," "To protect your bicycle and the memories it carries," "For well-being, always with you," and "Looked at the camera, closed their eyes."