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Havaianas

Global Visual Brand Identity

Communication, Global Strategy, Positioning, Visual and Verbal Universe

Challenge

Havaianas It is one of the most recognized and beloved brands by Brazilians. We grew up with its... jingles ...and iconic advertisements, hearing the classic "everyone uses it." But when the brand entered the global market, it was necessary to guarantee a unique and consistent identity, aligned with its... more positioning Premium outside of Brazil, and one that responds to a more competitive landscape where the brand competes with major icons. fashion. All of this, of course, without losing its originality and Brazilian essence. To that end, we begin with a question: after all, what is the "“fashion vision”"Havaianas?"

STRATEGY

To answer this question, we delved into the brand's DNA and translated its essence into a proprietary fashion vision: Ginga Brasileira. More than a concept, ginga is a way of being—light, vibrant, and full of attitude. It became the guiding thread of a flexible visual system, uniting the sophistication of a global premium market with the spontaneity and warmth of Brazil. The strategy was based on three pillars: an exuberant and vibrant mood, a sensorially stimulating creative direction, and a sophisticated Brazilian signature, balancing tradition and innovation.

CREATION

Havaianas' new visual system is an irresistible invitation to freedom, expressed through products, stories, and experiences that connect body, mind, and soul. The visual identity combines dynamic graphic elements, an unexpected use of colors and shapes, and a deliberately charming "visual mess." The result is a unique visual language, with the energy and brilliance characteristic of the brand, consolidating Havaianas as a global fashion icon with a Brazilian soul.