For designers, specially those keen on typography, fashion is an interesting field to work on. Few markets as are as successful as fashion on using typography in a way that it embodies the feel on an entire culture.
We were invited to for create a typographic palette for Shoulder, a Brazilian women’s fashion brand.
The brand started in the 80’s as a small enterprise with the dream of bringing to Brazilian modern women a simplified way of keeping up with fashion trends.
The rebranding project was realized in close collaboration with studio Rebu. The discoveries in the strategy stage gave us the direction for designing the fonts and refreshing the brand’s logotype. The teams’ efforts refined what has been present in the brand since its birth. The core values and purpose was made simpler and clearer, allowing for more impactful communication. New and valuable proprietary brand assets completed the package.
For the logo, we had to translate this friendliness along with their sophistication as well. As a result, it is a elegant contrasted sans with wide welcoming forms and small ascenders. Next up, designing a custom typeface mix gave the brand designers materials to compose two different moods.
Shoulder Serif brings elegance and impact, while Shoulder Sans takes care of warmth and clarity.
They are derived from the same ductus – the same calligraphic bones – but their finishing gives them a substantially different look and feel. Shoulder Serif gets the spotlight; Shoulder Sans is the workhorse. Shoulder Serif has true cursive italics and single weight, since it has a very specific role on the brand's font hierarchy, setting headlines and titles. Shoulder Sans, on the other hand provides versatility in a range of seven weights.
Proportions are generous with an elegant touch of the human hand.
Proportions are generous with an elegant touch of the human hand.
In-house Brand & Design team Monique Majtlis, Marcela Salles, Carolina Zolin, Carolina Brandileone and Nathalia Souto
Strategy Branding & Visual Identity Rebu
Strategy Branding & Visual Identity Rebu
Type Design Plau – Rodrigo Saiani, Carlos Mignot, Ana Laura Ferraz
Animation e 3Ds Sohi Std
Animation e 3Ds Sohi Std
Photography Bruna Castanheira
Videomaking Fabrício Barreto e Isabella Barreto
Executive Production Aura
