Aromo
coffee
The world's first luxury coffee brand, by its own account; bossa decided which tier of the market it would enter.
Identity and communications came afterwards, with Folhetim.
brand consultancy in São Paulo
bossa builds brands people desire.
No campaign can fix a brand that does not yet know what it is or what it sells. bossa sits with the CEO until both are decided.
Brands Ricardo Piochi has worked with at Folhetim and bossa
bossa comes in when a company is about to change markets, change hands or move up a tier.
The signs are usually these: some sales only happen at a discount, during seasonal promotions; the brand has left the city where it was born and nobody elsewhere understands what it is; founder and heir have not yet agreed on what stays; or the product is already on a par with the luxury houses while the price, the store and the service have fallen behind.
companies with revenue up to R$ 5 million: the Desire Sprint →
Why a consultancy, twelve years after the agency?
At Folhetim, Ricardo Piochi adapted the brand books of Chandon, Veuve Clicquot, Moët & Chandon and Dom Pérignon for Brazil, within every rule a house sets for those who represent it locally.
In 2023, after twelve years at the agency receiving campaign briefs before the brand had been decided, Piochi set up bossa to do that part first.
Brazil's luxury market closed 2024 at R$ 98 billion and is projected to reach R$ 150 billion by 2030 (Bain & Company and Valor Econômico, 2025). The question bossa settles with the CEO is which tier of that market the brand enters.
Aromo, a bossa case study
Where the method came from
From three Folhetim projects, completed before bossa existed.
Frattina
jewellery, 80 years old
Younger generations bought their jewellery at Tiffany and Van Cleef, not at Latin America's largest Rolex retailer.
Folhetim rebuilt the brand from what had been Frattina's own for 80 years, without losing its older clients (who buy the most).
120 touchpoints redesigned under the same brand, and a new line, Su Misura.
Senna Tower
real estate, Balneário Camboriú
The Senna name turns heads, but an apartment takes months to sell.
Folhetim's campaign banned two things around the Senna name: gratuitous superlatives and speed as a metaphor.
For the developer FG, in Balneário Camboriú: R$ 1.3 billion sold in a three-month pre-launch, 45,000 leads and R$ 40 million in earned media.
Pulso Hotel
hospitality, São Paulo
Pulso had a building by Arthur Casas and no brand.
Folhetim started from the Arthur Casas building, and the brand is as quiet as the architecture, from the envelope to the notebook and the bag.
Four pillars, and the annual plan comes last
First, who desires the brand and why. Then the brand itself: its story, its voice, its visual codes and its names. Next, what it sells, through which channels and with which partners, and only then the plan for the following twelve months and the numbers the CEO will watch to tell whether it has worked.
Each pillar ends in a meeting with the CEO. Whatever the CEO decides there goes to the team.
Two formats, for companies with revenue above R$ 5 million
The Desire Atelier is the project itself, pillar by pillar, with the CEO at the table. The Desire Board comes afterwards, for those who want it, and reviews what the team is about to launch before it reaches the public.
bossa, Folhetim and Persona
The group helps companies sell more to premium and luxury clients. bossa comes first. When the work calls for campaigns, identity, paid media, influencer marketing or press, it goes to Folhetim; the store, the team, the occasions where the brand meets its clients and what happens after the purchase stay with Persona.
The partners
Ricardo Piochi
founder of bossa and Folhetim
He leads every Atelier in person, which is why bossa takes on only a few at a time. He trained in business administration and started on the client side, as a marketer.
Luis Pradas
partner at bossa, founder of Persona
He founded Persona, which runs operations for luxury houses in Brazil and produces brand events, and before that worked for Moncler in Italy. When the Atelier's diagnosis points to the store, the team or the event, the brand continues with him.
Questions bossa has been asked
How is bossa different from an agency?
The agency makes the campaign. bossa decides with the CEO what the campaign is allowed to say; in most cases that come to bossa, the agency had been called in before that was settled.
Does every brand platform end up at Folhetim?
No. At the end of the project, bossa says who carries out each part: the client's own team, Folhetim or Persona.
How do the proposal and the fee work?
The first conversation is free. After that, the proposal arrives with a fixed scope and fee, and the fee depends on the length of the project and how many brands are involved.
Does bossa work outside São Paulo?
Yes. bossa is based in São Paulo and works with clients in other cities, travelling when the project requires it.
A 45-minute conversation with Piochi about your brand
He tells you what he saw in your brand. If there is work for bossa, a proposal follows; if not, his reading is yours to keep, free of charge.
Prefer WhatsApp? +55 11 93621-9497
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You will hear back within one working day, at the email address or WhatsApp number you gave. In the meantime, have a look at the Desire Sprint, a twelve-week programme.
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