Oficina Muda

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Oficina Muda unites people, brands and ideas to help close the sustainable cycle in the fashion world.

The brand works side by side with mainstream fashion labels in Brazil, collecting garments, rags and products that didn’t make it to the shelves and would otherwise end up in the waste bin.

After a careful process of upcycling – fixing minor defects or creatively repurposing each garment – it creates a new market for the clothes, giving it new life.

A makeover from the inside out.

We repositioned and created a whole new brand strategy, renamed and branded the company from what was perceived as a deep discount thrift store to a purpose driven business.

The new name, Oficina Muda (Muda Workshop) has several positive connotations in Portuguese - Muda means “Change” but also seedling, which connects tightly to their reason why.

The sewing patterns were a simple way to express the upcycling process, literally creating a logo that’s going through changes.

We designed a typefamily in two styles: solid and tailored – and used the latter sparingly to create the idea that the words and products are always subject to tinkering.

PMN Caecilia gave the right amount of contrast as the complementary body text.

The visual identity blossomed from the details in the stationery, custom icons and in-store communication all the way to the massive sustainably-sourced wood balcony that mimics the tailored logotype and welcomes visitors right away.

Rio’s most culturally active quarter - São Salvador Square, in Laranjeiras is the home to the first brand space, located in an airy home rich with natural light.