Coisa de Motos

A channel has fans. A store needs a brand they trust with their money.

Coisa de Motos was a name, a voice and a community before it was anything you could buy. Turning it into a store meant keeping that voice, loud, funny and very much from the road, while looking serious enough for someone to buy a R$2,000 jacket from it.

It also had to stretch. The same identity would sit on merch, on a site full of brake discs and visors, and on a weekly rhythm of stories and thumbnails, made fast and always recognisable.

Built on Shopify

We built the whole store on Shopify and used as much of the platform as we could instead of building around it: a theme customised to the brand, the catalogue with its collections and variants, search and filters, checkout and payments, discount codes like MOTONAUTA, the blog, and apps for the rest.

Leaning on the platform kept a two-person team selling hundreds of parts without running servers, and left our time for what makes the store different: how it looks, how it's organised and what it says.

The store sells riding gear, apparel and hundreds of parts, so the design work was mostly about finding things. A big search bar sits in the header, and a mega menu splits parts by system: mechanics, brakes, electrics and the rest.

A storefront that sells

The home page opens on the week's offer, then the categories riders shop most: helmets, jackets, gloves, boots and parts. A thin bar on top gives every first-time buyer 5% off with the coupon MOTONAUTA, in the community's own word, and the account greets them with “Salve, motonauta!”.

Parts, by system

Categories open into a mega menu grouped the way a mechanic thinks, so someone looking for brake pads never scrolls past exhausts.

Coisa de Motos

Built for the phone

Riders find the store through Instagram and YouTube, on their phones, so every screen was designed for the phone as much as for the desktop. We also turned the path into a six-step guide on how to buy, from the home page to checkout, for the people who had never bought gear online.

1. 

   1 · Open the site

2. 

   2 · Pick a category

3. 

   3 · Sort what you see

4. 

   4 · Open the product

5. 

   5 · Check the details

6. 

   6 · Check out

Promotions in the brand's voice

Every campaign on the site gets its own banner in the same system: free shipping on everything, Texx's 25th anniversary on five helmet models, a ticket giveaway for Festival Interlagos 2025 with 4Ride Motorcycle, coupon codes, a women's apparel line and the returns policy.

Content that brings people in

The blog turns the channel's videos into articles, “does a helmet expire?”, so search and YouTube both lead back to the store.

Coisa de Motos

The symbol

The symbol is a helmet seen from the side, its visor cut into three strokes that read as speed, and as the letter E of a rider in motion. It works filled for small sizes and stamps, and outlined for large, airy ones, in orange, black or white.

The wordmark

The wordmark and every headline are set in Evil Empire, a heavy condensed display face with a garage-sign feel, with a small “de” tucked between COISA and MOTOS. Riders shorten the name to those two big words anyway. On the store, the interface runs on Inter, so prices and sizes stay easy to read under the loud headlines.

A seal built on circles

The seal is built on circles around one centre: the letters ride a band between R, the outer radius, and 0.75R; “desde 2020” sits on its own smaller arc below; and the helmet, a little over R tall, sits slightly right of centre so the visor points forward, the way a rider leans into a turn.

Lockups

The pieces combine into four lockups: horizontal for headers, vertical and a second vertical for square spaces, and a round seal, with “desde 2020” on its arc, that works as a profile picture, a sticker and a patch. Each one has a YouTube version for the channel.

Horizontal

Vertical

Round seal

Colour

One loud colour and a few quiet ones, all saved as styles in the Figma file. Laranja is the brand: it's the symbol, the buttons, the sale bars. Near-black and white carry everything else, so the orange always means something.

Motonauta, the mascot

The brand needed a face that wasn't a person, so it got Motonauta: a rider in a black helmet and a Texx jacket who stands in for the community. He holds the coupons, gives the thumbs up, measures his head for a helmet size. The poses were generated with AI image tools and curated into one consistent character.

3D offer icons

For offers there's a set of 3D objects in the brand's orange: coupons, percentages, gifts, balloons in orange and black, a question mark, a cart, a camera and a star. They float around the products in banners and ads. Shove them, or pull one back and let it go.

On people

The first place the brand had to work was on people. The symbol sits small on the chest and big on the back, and the round seal carries over to a cap and to the box an order ships in.

A store this size lives on a steady rhythm of posts, so the brand needed templates more than one-offs: one look per series, quick to fill in and impossible to mistake for anyone else.

The launch

The store opened with a teaser series, “E-commerce Coisa de Motos, lançamento em breve”: the products, Motonauta and Daniel himself, one post at a time, until the site went live. Months later the same system celebrated 2,000 followers on Instagram.

Instagram

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coisademotos

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Coisa de Motos

Maior e-commerce para motos do Brasil! 🏍️

Encontre tudo o que sua moto precisa.

coisademotos.com.br

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Sobre nósMedidasFAQVídeosLojaClientesOfertasCuponsComo comprarMoto criadoresMototripsManutenções

Instagram is the store's shop window, so the profile was designed as a whole, not post by post. The avatar is the round seal, and the highlights work like a menu: twelve covers, an orange icon on asphalt each, for sizes, FAQ, videos, the store, customers, offers, coupons, how to buy, the creators, trips and maintenance, with “Sobre nós” in full orange first.

The feed mixes three kinds of posts, each with its own template: product posts filmed with the gear itself, with a small “watch it on YouTube” tag, offers on the orange or black grounds of the ads, and moments like the 2,000-follower thank-you. Reels get covers in the same type, so the grid reads as one brand from a distance.

• Product posts

  Real hands on real gear, tagged to the full video

• Offers

  Coupons and launches on the ads' grounds

• Reel covers

  Big Evil Empire type over the frame

• Highlights

  A menu of covers: one orange icon on asphalt each

Ads

Ads and thumbnails push the brand further: the orange becomes a whole background, the products float in 3D around the person, and the type gets as big as the frame allows.

YouTube

On YouTube the channel keeps the same system: a banner with the seal, and over three hundred thumbnails with the same heavy type and orange bars, for trips, reviews, installs and questions from the community.