Havaianas
Designed for a free life
Designed for a free life
Inspired by traditional Japanese zori sandals and adapted to Brazil’s tropical reality, Havaianas was born nearly 60 years ago as a functional product: a comfortable, durable rubber flip-flop sold at an accessible price.
For over three decades, it became a staple in every Brazilian wardrobe — until its iconic turning point, when the brand repositioned itself and launched the now-famous Havaianas Top: the single-color flip-flops.
From that moment on, Havaianas evolved from a basic necessity into a fashion icon, marking Brazilian TV history with humorous commercials starring well-known personalities.
The brand consolidated itself as one of Brazil’s most iconic symbols — a true expression of Brazilian spirit — and within this context, opened space to conquer the world. As it expanded organically into new territories, it began acquiring different personalities depending on the cultural context of each country.
Meanwhile in Brazil, despite being a reference brand and present in millions of wardrobes, Havaianas lacked a unified strategy capable of elevating it beyond functionality — beyond being simply “a flip-flop brand.”
In this project, our challenge was to design a strategy grounded in a clear purpose and strong brand personality, capable of unfolding into a consistent visual and verbal universe for global application. At the same time, we needed to build an elastic narrative — one that would allow the brand to move beyond being recognized solely by its most iconic product: the flip-flops.
For over three decades, it became a staple in every Brazilian wardrobe — until its iconic turning point, when the brand repositioned itself and launched the now-famous Havaianas Top: the single-color flip-flops.
From that moment on, Havaianas evolved from a basic necessity into a fashion icon, marking Brazilian TV history with humorous commercials starring well-known personalities.
The brand consolidated itself as one of Brazil’s most iconic symbols — a true expression of Brazilian spirit — and within this context, opened space to conquer the world. As it expanded organically into new territories, it began acquiring different personalities depending on the cultural context of each country.
Meanwhile in Brazil, despite being a reference brand and present in millions of wardrobes, Havaianas lacked a unified strategy capable of elevating it beyond functionality — beyond being simply “a flip-flop brand.”
In this project, our challenge was to design a strategy grounded in a clear purpose and strong brand personality, capable of unfolding into a consistent visual and verbal universe for global application. At the same time, we needed to build an elastic narrative — one that would allow the brand to move beyond being recognized solely by its most iconic product: the flip-flops.
Creation
The goal was to develop a single global visual identity system that could generate consistency and differentiation across every touchpoint worldwide.
To achieve this, we decided to amplify iconic elements the brand had built over the years but had never strategically or intentionally leveraged.
We embraced the rainbow color spectrum in varying intensities, along with the rice-grain texture from the flip-flop sole, to build and strengthen a vibrant, colorful, and versatile brand universe aligned with its personality.
The visual system was developed in a sensorial way, designed to communicate visual comfort. The communication approach was clear and simple, yet flexible enough to coexist with different partnerships — reflecting Havaianas’ collaborative nature and its ability to interact with countless brands and contexts.
The verbal universe was crafted to transmit energy and fun, while maintaining human warmth and the same simplicity embedded in the visual system.
The result is a powerful and cohesive brand built through a proprietary system — one that connects to its heritage while supporting the full expansion of its global presence.
The goal was to develop a single global visual identity system that could generate consistency and differentiation across every touchpoint worldwide.
To achieve this, we decided to amplify iconic elements the brand had built over the years but had never strategically or intentionally leveraged.
We embraced the rainbow color spectrum in varying intensities, along with the rice-grain texture from the flip-flop sole, to build and strengthen a vibrant, colorful, and versatile brand universe aligned with its personality.
The visual system was developed in a sensorial way, designed to communicate visual comfort. The communication approach was clear and simple, yet flexible enough to coexist with different partnerships — reflecting Havaianas’ collaborative nature and its ability to interact with countless brands and contexts.
The verbal universe was crafted to transmit energy and fun, while maintaining human warmth and the same simplicity embedded in the visual system.
The result is a powerful and cohesive brand built through a proprietary system — one that connects to its heritage while supporting the full expansion of its global presence.
Branding
Direção Criativa e Estratégica:
Ana Couto, Danilo Cid e Fernanda Galluzzi
Estratégia:
Isabella Herdy
Direção Executiva:
Fernanda Galluzzi
Direção Criativa:
Danilo Cid
Design/Direção de Arte:
Rafael Torres
Gabriel M. Ramos
Fernanda Salgado
Naya Nakamura
Vinicius Valadão
Conteúdo: Adilson Jr.
Motion & Video Design: Kauan Miranda
Gerenciamento de Projeto: Leonardo Silva
Growth: Luiz Felippe Neto
Atendimento: Melissa Taminato
Diretora de Atendimento: Rachel Cidaco
Produção Executiva: Luana Godoy
Fotografia de Casting: Thais Vandanezi e Bruno Bezerra
Fotografia de Still: Fernando Bentes
Styling: Thais Barakat
Beleza: Teo Miranda
Produção de Casting: Carlos Eduardo Gandara
Finalização: André Kawahara
Modelos: Alana Macer, Bruno Peixoto, Cau Abreu, Guilherme Faulhaber, Joyce Oliveira, Letícia Vila Boas, Luana Brandt, Malu Nakamura
Motion & Video Design: Kauan Miranda
Gerenciamento de Projeto: Leonardo Silva
Growth: Luiz Felippe Neto
Atendimento: Melissa Taminato
Diretora de Atendimento: Rachel Cidaco
Produção Executiva: Luana Godoy
Fotografia de Casting: Thais Vandanezi e Bruno Bezerra
Fotografia de Still: Fernando Bentes
Styling: Thais Barakat
Beleza: Teo Miranda
Produção de Casting: Carlos Eduardo Gandara
Finalização: André Kawahara
Modelos: Alana Macer, Bruno Peixoto, Cau Abreu, Guilherme Faulhaber, Joyce Oliveira, Letícia Vila Boas, Luana Brandt, Malu Nakamura
