Our research observed many generic templates without personality and mainly without brand identity in this market segment.

But what gives a brand personality? It combines three factors: Colors, typography, and graphics.

We started with the colors in the brand and stores throughout the state, generating a palette that can be seasonal and using appropriate colors such as yellow and orange, which are common in retail.

Our primary choice was the LATO base font, designed for the digital medium, sans serif, but with curves that make it personalized. It and the serif font FRAUCE create a different aesthetic for the client.

In addition to the "V" symbol, always used in the company's identity, we evolved in constructing a graphic that had the brand as a whole as a starting point.

We created a grid of unique and differentiated shapes aligned with the brand's characteristics. Different backgrounds and grids open up countless possibilities for a long tail grid with more than 216 format variations, just for starters, in addition to an organic iconography, which matches the curvilinear design of the brand.