ISABELLA M MELLO
SELECTED WORK 20-24

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EVI

EVI is a beauty brand for Brazilian women aged 40 to 55.

By observing and listening to these women, the founders realized that the products available on the market didn't talk in a welcoming and optimistic way. Quite the opposite, they caused feelings of urgency and frustration over time.

We started from the premise that beauty products love to be anti: anti-wrinkle, anti-signs, anti-aging. As an answer to that, we asked the question: wouldn't it be more liberating if beauty were simply in favor? That's how we came to the core expression "Beyond Beauty", giving the brand a more open and embracing speech.



ROLE

Logo Visual IdentityPackagingBrand Guidelines


CREDITS

PAPANAPA
Creative Direction: Gustavo Garcia
Design: Gustavo Garcia, Isabella Mello
Logotype Refinement: Thiago Bellotti

Strategy & Verbal Identity: Criatexto
Client: EVI

Typefaces:
MD Nichrome by Rutherford Craze (Mass-Driver)
Inter by Rasmus Andersson
        



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LAST UPDATE: AUGUST 2024