In this post the brand strategy, naming, verbal identity, visual identity and digital identity for Voubelle, a fashion brand in Brazil, created by Anora Campo. A brand for young women who are connected to social media, follow the latest trends, are fashion lovers and are extremely original. This was the target group in which an entrepreneur saw an opportunity: sell clothes lined up with the latest trends in unique pieces, selected and approved by herself. She approached Anora Campo to help her in the design of the company and the brand.
Brand Strategy
After knowing the plans for the company and a market study, Anora Campo realized that there was a gap for a brand that unites two distinct points: the uniqueness of large and luxurious brands with informality and language stripped of brands aimed at young public. Then they found out four basic pillars for the brand: exclusivity, informality, status and youthfulness. These pillars have guided all creative processes and decision-making for the brand.
Naming
They studied not only the written structure of some brands but also Indo-European languages, seeking the peculiarities of French, English and Italian. Anora Campo decided that they would create a new name for the brand. This name does not need to have a specific meaning, but should bring European attributes. The name created, besides attending the briefing and brandcore, has a second meaning that the Portuguese remember the term “to go beautiful”.
