THE BRAND
BAUM. is a women's clothing and accessories brand that was founded by Fernanda in 2019 and was called Ateliê 4, in honor of the birth of her daughter, on 04/04. But, over the years, she felt that Ateliê was no longer keeping pace with this growth, since it had created it when it was only 19 years old and, from that point on, we got together to rebrand the brand and that's how BAUM was born.
The word "Baum" came from the surname of Fê and her daughter, "Baumgratz", of German origin meaning tree. Strengthening the stage it is in, growing and maturing, Ateliê 4 blossomed and became BAUM.
THE CHALLENGES
The project's challenges were, mainly, translating what Fê wanted to pass on to customers and without losing the branding that the atelier had already created so well. Even though it was only two years old, the brand was already recognized for some items and purposes, mainly its two phrases: "Made by hand, with love." and "May all your curves lead you to self-love."
At first, we conducted a survey with clients so that we could establish which points we wanted to keep and which ones we would translate in another way. Finally, we maintained the mustard tone, characteristic of Ateliê 4, but only in one detail, without compromising the brand's new proposal. We also kept the second sentence, just adapting it to the new phase of Fê and the clients.
