SELECTED WORK 20-24
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 Identity • Packaging • Brand 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