Blue Market, W Shopping

When this project came to my hands, it was part of the W Shopping project. The client wanted to create their own brand for this supermarket. This brand was intended to be the main supermarket anchor for W Shopping concept.
In the W Shopping, the W stands for 'world'. The client's own world, where one could be able to find everything and do everything. Then 'Blu' came out of the blue by association: 'The world is blue!'. But then, due to the 'phonetics' and for the fact that it was an anglo-saxon word, we took the decision to make it 'Blu', so the average portuguese could spell just like any english-speaking person would do.