EVI is a cosmetic brand developed especially for Brazilian women between 40 and 50 years of age.
When observing and listening to these women, the founders realized that the products available on the market did not talk in a welcoming and optimistic way. Quite the opposite, they caused feelings of urgency and frustration over time.
The creation went through the stages of defining the brand's essence, personality, and positioning, followed by the design of the logo and its visual and verbal universes.
For the positioning, we start from the premise that beauty products love to be anti: anti-wrinkle, anti-signs, anti-aging. As an answer to that, we asked a question: wouldn't it be more liberating if beauty were simply in favor?
We then came to the core expression – "Beyond Beauty" – giving the brand a more open speech from those who embrace opportunities and expect the best in life.
The logo reveals a delicate and continuous signature, inspired by every woman's life journey: not a straight line, but a unique path, full of nuances, curves, and stories.
The same organic lines gain life through their thickness and energetic colors in the visual identity, tracing paths that run freely in all materials. The graphic elements themselves contain endless possibilities of use, reinforcing the brand's message and giving a vivid and rich personality to the identity.
CREDITS
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Papanapa
Creative Direction: Gustavo Garcia
Designers: Isabella Mello, Thiago Bellotti
Positioning and Tone of Voice: Renata Monteiro (CriaTexto)
