Lorenza

Creation of the Lorenza visual identity, a clothing store located in Recife Pernambuco in Brazil.
Based on analysis of the competitors and the study of the fashion market, I discovered the most effective way to build the “LORENZA” brand. Attributes the composition of the brand to the main characteristics of the brand presented by the competitors. I worked with the curved / circular features, a form that semi-publicly draws attention from the target female audience. path projected both in the pictogram and in the construction of the typography, leaving the anatomical composition of the characters, with dimensions subtly condensed giving a contemporary and classic characteristic at the same time. The logo carries in its semiotics the concepts of solidity, confidence, and sophistication, important concepts for its effectiveness in transmitting credibility to the specific target audience.