STRATEGY

As a strong and intrinsic point to the company's culture and, therefore, to the brand, the human essence of Capricórnio was key to the rebranding strategy. In a market with little differentiation and competition focused on the cold and distant territory of high fashion, this humanization brought a unique and proprietary territory to the brand, bringing Capricórnio closer to its audiences.

CREATION

The new brand seeks to respect the history built by Capricórnio to date while modernizing it. Both the Capricorn symbol and the visual universe were created to make the brand more friendly and contemporary, reflecting the approachability and authenticity of its positioning and generating differentiation within the category.