Pharus, along with designer Patricia Bonaldi, has worked on a new challenge: the creation of its luxury fashion, multi-brand holding company. We started the process with the strategic understanding of the holding. We visited their factories in Minas Gerais and interviewed important stakeholders, materializing their essence. Thus was born the name Nohda - "Noh", a Japanese term that symbolizes the fusion of skill, form and function.
The identity says a lot about the talents and the people behind the brand. The brand language weaves form and creativity into a single bond, offering support for the essence to expand into the skilled hands of those who know how to do the work.