Project

Description
‍Thinking about the meeting of the two largest fashion groups in Brazil to strategically and creatively translate the birth of a giant: AZZAS 2154, the largest fashion group in Latin America. It took three months of project work, exchanges, and meetings to understand the purpose and the source of power of this new group. This process was essential for us to arrive at the strategic guidelines that underpinned all the branding of AZZAS 2154, from naming to the brand's visual and verbal language.

Project
‍A robust branding effort that began with research, interviews, analyses, and a lot of collaboration to design the strategy of the new group, defining its purpose, main guidelines, and some attributes. And a creative process that gave rise to the brand, a visual identity inspired by nature, the manifesto, and verbal language. Additionally, we developed some materials for the group's launch.

Objective
‍To showcase the strength of Brazilian originality and elevate our fashion globally through an identity that translates the PASSION FOR CRAFTSMANSHIP, the creative autonomy of each brand in a group that is UNIQUE IN EACH ORIGIN, the POWER TO IMPACT, and to project BRAZIL TO THE WORLD.

Concept
‍In nature, when birds fly together in a "V" formation, they take turns leading, conserving energy, and optimizing efforts to go further. This is the idea we bring to AZZAS 2154: an identity that speaks not only about flying but about flying together, which is the group's main objective. Multiple leaders flying together, taking strategic positions throughout the journey, aiming towards 2154. The AZZAS 2154 brand is elegant and uses a bold sans-serif typeface. It represents the holding and was designed to embrace and give prominence to the thirty-four brands in the group, reflecting the idea of a sum that preserves differences.