The Papelito brand, Brazil’s first manufacturer of ultra-thin rolling paper, grew tired of remaining a local substitute for foreign brands. The company chose a complete reset and stated its position directly: “fuck it.” The phrase became the starting point for a new visual and verbal identity developed by the São Paulo agency Futurebrand.
The previous Papelito image referenced a generic, early-2000s exotic design. It combined outdated decorative techniques, pseudo-volume, and cartoon-like effects that read as cheap animation. The logo itself relied on a decent italic typeface, but it looked tired and had little connection to contemporary smoking culture.
The new look became the complete opposite of the former version. The logo took on an angular, rigid form, looking like lettering cut from a sheet of paper with scissors. The apparent simplicity is misleading. Behind it lies careful work with shape and proportion. There is a sense of handcrafted workmanship, while the mark remains within the packaging and does not visually break down.
The provocative slogan “FUCK IT” is set in the Beastly typeface by OH no Type Co and conveys the new Papelito attitude. Instead of cautious tweaks, the company made a bold, creative move and won. The approach proved to be honest and cohesive.
In addition to the main logo, the packaging design introduced a separate mark featuring the letter P. It is adapted for each paper variant, creating variety without losing overall unity.
Papelito did more than change its appearance; it also conveyed a strong cultural message. The Brazilian spirit of defiance became the key to a new reading of the brand and reflects the company’s attitude toward smoking culture and toward life as a whole.
