Design for a free life

Havaianas
art direction

Background:
Inspired by traditional Japanese sandals and adapted to Brazil, Havaianas emerged nearly 60 years ago as comfortable, durable, and affordable rubber flip-flops.

For over 30 years, they were a wardrobe staple in Brazil until the launch of the single-color Havaianas Top, transforming the brand into a fashion icon with memorable commercials.

Despite its popularity, Havaianas needed a unified strategy to elevate the brand beyond functional footwear.

Our project aimed to create a clear strategy with a unique purpose and brand personality, ensuring Havaianas is recognized globally for more than just its iconic flip-flops.

 

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Creation:
The goal was to create a unique global visual identity system for consistency and differentiation worldwide. This involved enhancing iconic brand elements that had been underused.

We utilized rainbow colors and the rice pattern from the flip-flop soles to create a vibrant and versatile brand universe. The visual design aimed to convey comfort and clarity, adaptable for various partnerships.

The verbal identity focused on energy, fun, and human connection, matching the visual simplicity.

This resulted in a powerful and consistent brand system, deeply connected to its history, for use across all operations.

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Contact

São Paulo - SP
Email: [email protected]
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© Vinícius Valadão 2020
art director/designer