Strategy
Our guiding thread was the theme of freedom.
Throughout our internal and external research, we gathered enough information to understand that the brand was already recognized as a symbol of freedom – with varying degrees of certainty depending on the country where it operated.
We start with the functional benefit, where Havaianas products – and not just the flip-flops – provide a breath of fresh air for our bodies from head to toe, and we arrive at the emotional benefit where the brand makes us feel free and liberated from constraints.
From these insights, a unique and powerful purpose emerged: Havaianas exists to set you free. And for that, we defined a brand with a free-spirited, fun and colorful personality, empathetic and collaborative.
Based on these premises, we constructed a true narrative that corroborates the history of Havaianas, and we achieved ownership and consistency to take the next steps for the brand: identity, experience, portfolio.
Creation
The goal was to create a single global visual identity system to generate consistency and differentiation at any point of contact around the world. To achieve this, the decision was made to leverage the iconic nature of elements that the brand had already built up over the years, but was not yet using strategically and intentionally.
We appropriated the colors of the rainbow in different intensities and the rice grain pattern of the flip-flop sole to create and strengthen the colorful, vibrant, and versatile universe of the brand, defined by its personality.
The visual design was developed in a sensory way to convey visual comfort. The communication was clear and simple, with the flexibility to work with different partnerships – since Havaianas is a collaborative brand that creates and interacts with a multitude of other brands and contexts.
The verbal universe, on the other hand, was geared towards conveying energy and being fun, without losing the human connection and the same simplicity developed by the visual universe.
With this, we create a powerful and consistent brand through a proprietary system that connects with your history to be used throughout your entire operation.
