Brand Identity & App Design for Mais Compras
Company
Mais Compras
Industry
Food and Beverage
Software & Technology
Scope of work
Art Direction
Brand Identity
Brand Strategy
UI/UX
Project Overview
Mais Compras is a grocery shopping and delivery app launched in Angola, connecting customers with local grocery stores, personal shoppers, and motorcycle couriers. Customers choose their preferred store, add products to their cart, and place an order. A personal shopper then purchases the groceries, which are collected and delivered to the customer’s doorstep by a courier. My work spanned brand identity and app design, starting with the visual identity that would introduce Mais Compras to the market. I then translated that identity into the app’s interface, bringing consistency to the brand across the shopping experience. The project brought together branding and digital product design to make a service involving several people feel simple for the customer—from choosing a store and building a basket to placing an order for home delivery.
My role
I served as the lead designer on Mais Compras, working closely with Eliseu Chissupa, the project’s Creative Director, across the brand identity and app design. My role covered developing the logo and visual identity, then translating that direction into the digital experience. Alongside Eliseu, we designed the UI/UX of the entire app, creating a cohesive shopping journey from choosing a grocery store and adding products to the cart to placing an order for delivery.
Exploration and final design
The idea behind Mais Compras brand was to make grocery shopping feel convenient, welcoming, and personal. As a new service in Angola connecting customers with grocery stores, personal shoppers, and motorcycle couriers, the platform needed an identity that would introduce its purpose clearly and encourage people to trust it with their everyday purchases.
That direction began with the logo. We wanted Mais Compras to feel friendly and familia, a service people could see becoming part of their daily routine. The aim was to create an approachable visual identity that communicated warmth while also conveying reliability. This balance guided the brand’s development: it needed to encourage customers to try the service and provide a consistent foundation for building recognition over time.
The broader brand system carried that approach across the customer experience. From the first encounter with Mais Compras to using the app, the visual language needed to feel connected and recognisable. Each touchpoint was an opportunity to reinforce the same welcoming character and help customers become familiar with the platform.
The identity also reflected the human side of the service. Behind every order were people choosing groceries, coordinating purchases, and delivering them to someone’s home. The brand needed to express that personal connection, giving Mais Compras a character that felt approachable and attentive to the everyday needs of its customers.
App Design
The problem
Mais Compras was created to address two practical challenges of grocery shopping in Angola: the time spent in traffic and the effort of carrying purchases home.
For the customers the service aimed to reach, a trip to a preferred grocery store could mean spending 30–40 minutes in the car before even beginning to shop. Combined with work commutes and other daily responsibilities, buying groceries could become a significant demand on a family’s time.
For families living in apartment buildings, the challenge continued after returning home. Groceries had to be unloaded from the car, carried to the building, moved into the elevator, and taken into the apartment. Larger shopping trips could require several journeys, making an everyday task physically demanding as well as time-consuming.
These challenges shaped the purpose of Mais Compras: to make grocery shopping easier by allowing customers to order from their preferred stores and have their purchases delivered directly to their doorstep
The Solution
The app brought the shopping process into one digital experience. Customers could choose a grocery store, add products to their cart, and place an order without making the trip themselves. A personal shopper would then purchase the groceries, and a motorcycle courier would deliver them to the customer’s home.
Doorstep delivery was central to that service. It addressed the effort of moving groceries from the car into the building and up to the apartment, alongside removing the need to drive to the store. The experience was designed around the complete task—from choosing groceries to receiving them at home.
Designing a Clear and Welcoming Experience
The app translated the brand’s friendly character into an interface that felt approachable and easy to navigate. Customers needed to understand how the service worked, select their preferred store, build their basket, and place an order with confidence. The UI and UX were developed together to make these steps feel connected, with a consistent visual language supporting the journey.
The design needed to make a service involving several people feel straightforward for the customer. Stores, personal shoppers, and couriers each played a role in fulfilling an order, but customers needed a clear way to make their purchases without having to manage that coordination themselves.
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