portfolio
A Mar Ela
client
Luciana Conde
year
2022
location
RJ, BR
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Brand Strategy and Visual Identity
In this project, we developed the brand positioning strategy and identity for Impact Beyond's client, Luciana, for A Mar Ela, seamlessly merging the worlds of fashion and art in a strategic and unique way. Transforming the handbag brand into a mobile art gallery.
A MAR ELA IS NOT A HANDBAG BRAND
A MAR ELA is an artistic endeavor that unfolds from connections, stories, hands-on craftsmanship, and emotions.
The artistic pieces emerging from these connections are sold as functional objects, created by diverse artists, whether recognized or not-such as artisans living on the margins, often overlooked and undervalued by the market. These artists are curated by Luciana Conde, the founder and creator of the brand, actively participating in the artistic, conceptual, and manual processes of the pieces created for the brand.
A MAR ELA is an art gallery without walls.
Collections are exhibitions.
Visual
Identity
Detailed
Charismatic
Bold
Uncommon
Human
Mysterious
Sensual
Delicate
Authentic
Original
Attributes
A visual identity of A Mar Ela was crafted to effectively convey the essence of the brand, aligning with the insights and research gathered through meetings with the client.
COLOR PALETTE
 Pantone - Violet C |  Branco |  Pantone - Yellow C |
|---|
TYPOGRAPHIES
Armouk Regular - Headlines.
Avenir Next - body text
LOGOTYPE
TIPOGRAPHY - Armouk Regular
With inspiration from the Art Nouveau movement, this sans-serif typography conveys elegance, fluidity, delicacy, and originality.
Utilizing the natural flow of the typography, we edited the font and created a curvature connecting the two "As," symbolizing the connection.
The initials of A Mar Ela form the word AME, so beyond the various interpretations that the brand name offers, there's also this new perspective.
THE CIRCLE
With white and yellow colors, it represents the sun, which holds various symbolism such as light, love, passion, vitality, knowledge, youth, fire, power, royalty, strength, perfection, birth, death, resurrection, and immortality. Within the brand's context, it symbolizes creation, strength, and beauty.
The letter "A" intentionally extends beyond the lines to represent art beyond walls and imposed boundaries.
Simplified Version
