CB (Casas Bahia)

Who is CB (Casas Bahia)?

CB is the virtual mascot and brand influencer of the Brazilian retailer Casas Bahia. Launched as a modernized evolution of the historical Bahianinho, CB acts as the brand’s digital spokesperson in Portuguese for a primarily Brazilian audience.

Background & mission

CB was repositioned to reflect Casas Bahia’s updated brand voice and to engage younger, digitally native audiences. The character communicates brand values such as accessibility, national pride, social causes and interest in sustainability through social media and branded content.

Creator & studio

The 3D redesign and production of CB was created by the studio Miagui. The brand launch and campaign work around the redesign were produced in collaboration with the advertising agency Y&R and the retailer’s marketing team at Via Varejo. For CB’s live-streaming/metaverse activations, the project involved partnerships with Meta and gaming production partners.

Visual style & aesthetics

The redesign transformed the long-standing Bahianinho mascot into a teenager-like, contemporary avatar. Visual changes included updated clothing and accessories aligned with streetwear and gamer culture while keeping recognizable elements tied to the brand identity.

Persona & content

CB’s persona is youthful, friendly and pop-culture savvy. He speaks in Portuguese, leans into gaming and entertainment topics, and addresses social and environmental themes in a light, online-first tone.

Content Type & Format

CB’s content mix includes short-form videos, image posts and stories on Instagram and TikTok, plus social posts and interactive threads on X. CB’s content often uses meme-driven formats and visual edits suited to each platform.

Live streaming and gameplay are central formats for CB. CB’s personality comes through live broadcasts and recorded gameplay sessions where he interacts with chat, co-streams with known gamers, and participates in community events.

CB’s content also features character-driven campaigns, cosplay and trend-led short videos that pair well with visual assets and social tagging. Instagram, TikTok and Facebook Gaming serve as primary distribution channels for posts, reels and livestreams.

CB Collaborations and Campaigns

Evolução: Casas Bahia x CB: 2020 rebrand campaign created with Y&R and produced with Miagui to transition the classic Bahianinho into the teenage digital persona CB. The work used a launch animation and a televised spot to introduce the character and a series of social assets documenting his journey across Brazil. Casas Bahia Games: Casas Bahia x CB: a game-focused creative program and content series produced by Miagui that placed the mascot in gamer-inspired scenes and assets to connect with gaming audiences through digital content. CB Streamer Debut: Casas Bahia x CB (Via, Meta, 3C): 2022 metaverse and streaming activation that positioned CB as a virtual streamer. The initiative used live gameplay streams on Facebook Gaming, chat interaction and collaborations with prominent gaming personalities to deepen the brand’s presence in the gaming community.

Technical details

Miagui’s production for CB has used 3D character design, CGI and animation workflows to produce social assets and launch films. Live and interactive streaming activations were implemented via partnerships that combined platform and gaming production technologies.

Narrative & trivia

The CB persona evolved from the Bahianinho figure that has appeared in Casas Bahia communications since the 1960s. The name CB references the brand, and the character’s evolution has been presented as a journey toward a more digitally native, socially engaged avatar.

Media & recognition

Coverage of CB’s relaunch and subsequent gaming activations appeared in Brazilian marketing and tech press, and the Casas Bahia social strategy featuring CB has been cited in reports noting significant engagement growth on the brand’s channels.