Atrivance | Strategy, Naming and Brand Identity
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Atrivance, “Beauty is in every step you take.”
ABOUT
Atrivance is a brand of beautiful, authentic and charming women's shoes, which raise self-esteem and reflect the unique personality of each woman. And it was born with the purpose of inspiring women to find balance, beauty and authenticity in every step, empowering them to achieve their dreams.
Atrivance is a brand of beautiful, authentic and charming women's shoes, which raise self-esteem and reflect the unique personality of each woman. And it was born with the purpose of inspiring women to find balance, beauty and authenticity in every step, empowering them to achieve their dreams.
CONCEPT
In the project, we developed a brand strategy that encapsulates enchantment, modernity and femininity. Every detail was strategically thought out to express the essence, personality and purpose in a charming way. The Atrivance symbol was meticulously designed to complement the logo, and can also be used independently, representing the essence of the brand and standardizing the patterns that will be incorporated into the leather, fabric and stationery of the products.
In the project, we developed a brand strategy that encapsulates enchantment, modernity and femininity. Every detail was strategically thought out to express the essence, personality and purpose in a charming way. The Atrivance symbol was meticulously designed to complement the logo, and can also be used independently, representing the essence of the brand and standardizing the patterns that will be incorporated into the leather, fabric and stationery of the products.
The design, rooted in the classic style, brought marble and gold textures to radiate authenticity, boldness and empowerment, reflecting the brand's essence and personality. The supporting color palette was complemented by neutral and earthy tones, creating a welcoming atmosphere in the showroom and physical store. Each visual element follows a captivating pattern, ensuring consistent communication of the passion, quality and beauty that define Atrivance's DNA.
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Cliente — Atrivance, Novo Hamburgo, Brazil
Task — Strategy, Naming and Brand Identity
Designer — Raquel Braz Ribeiro, Brazil
Studio — RBR Design, Brazil
NAMING
Atrivance expresses the energy and determination of the modern woman, encouraging her to move forward with confidence and style towards her goals. It is an invitation for her to stand out, achieve her dreams and leave her mark on the world, revealing the power that exists within herself. Created through the agglutination technique, combining elements from two languages “Ãtri” (means fast in Latvian) and “vance” (part of the word “advance“, advance in English).
The name symbolizes an audacious and empowered stance, as it subliminally recalls the word “sassy”. Atrivance is part of the functional delivery attribute: “agility”, and brings with it the feeling of progress and speed, reflecting the bold and determined attitude of the modern woman who is ready to face challenges with courage and determination.
The sound: reminiscent of the French language. Pronounced: Atrivânce.
BRAND MANIFEST
Amid the pressures and challenges of the modern world, we value the importance of finding balance, beauty and authenticity in each step taken. We are strong, determined women full of dreams, ready to achieve what we want.
We believe that each shoe can be more than a simple accessory. It is an expression of our personality, an invitation to walk with confidence and style. We want to inspire women to feel powerful and unique every time they step into our shoes.
Our shoes are carefully created with passion and dedication, using quality materials and sophisticated design. We seek to transcend passing trends and create timeless pieces that become true treasures in a women's wardrobe.
We go beyond comfort and elegance. We want to awaken emotions, transform ordinary moments into extraordinary experiences. Every detail is designed to delight the senses, from the soft texture to the delicate aroma that permeates our products.
Let us celebrate each woman's journey, celebrating her achievements and supporting her steps towards her dreams. We want to be the company that inspires confidence, the brand that offers a hug of comfort and joy in every step taken.
Atrivance, “Beauty is in every step you take.”
Thank you for watching!
Based in Brazil, RBR Design® spreads ideas around the world.
My name is Raquel Braz Ribeiro and I am aims to elevate design to a remarkable level and create emotional bonds among people, products and brands.
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