Casa de Héroes
(Description)
Casa de Héroes started as a cannabis brand and outgrew it before launch. Fredo spent two years learning before he built anything — absorbing content on business, branding, and marketing, noting ideas on his phone mid-week and expanding them on weekends, waiting until the foundation was solid enough to deserve the name. The brand's core premise is straightforward: heroes aren't only historical figures. They're anyone who changed something, in a neighborhood, in a family, or in the world. CDH exists to honor them. ROCHA developed the brand identity for a founder who refused to ship until the work was beyond what he'd originally imagined.
(Awards)
Outstanding Branding + 2× Behance
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2026
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(Our Impact)
Fredo held the brand back for two years because a poorly done job was worse than nothing. That's a high standard to walk into as a designer. The identity had to match the weight of what CDH is actually about — not just a streetwear label, but a framework for recognizing people who built something that mattered. The work gave the brand a face worthy of the patience behind it. CDH launched when Fredo decided it was ready. That's the only metric that counted.
Branding
Thiago Rocha
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