Privalia

Brand Narrative Brand Strategy Communication Digital Branding Internal Branding Tone and Style Verbal Identity Visual Identity

Excitement comes just like that, without warning

Last Christmas, Privalia launched a global repositioning in Brazil, Mexico, Italy and Spain, with a new brand identity and a new territory to communicate: excitement.

Moments of excitement

Privalia was a market pioneer whose success was underlined by a wide selection of top-name brands and exciting price campaigns. However, as the market grew and matured, the brand needed a positioning and value campaign that would differentiate it from the rest and make it more emotionally provocative.

Our strategic plan consisted in positioning Privalia in the realm of the excitement that comes from wearing something new. In this category, the concept of wearing an outfit for the first time is fairly common, but we approached it with a unique and inspiring point of view based on the idea that happiness is the cumulation of small, exciting moments that fill us with energy and bring our hopes up.

Today can be special

Our strategic definition is summarised in one claim: Today can be special. This claim reflects Privalia’s goal of bringing moments of excitement to its clients’ daily lives by offering them a wide selection of the hottest fashion brands and day-to-day items. Equal parts excitement and connection with its users.

Evolving its identity

In line with our strategy, we redesigned Privalia’s visual identity, focusing on its logo, symbol, colours, icons and style. One of the brand’s most important assets is the flower that accompanies its logo, so we have made it more impactful while also simplifying its design to bring it up to date and improve its performance in online environments. Likewise, we defined a new, gender-neutral and technically rigorous font, allowing both symbol and logo to strive in harmony and achieve a powerful and eye-catching overall visual experience.

 

A new visual style born from the flower petal

Privalia’s new visual style is based on the shape of a petal. The way it’s used creates an alluring visual system that gives the brand distinctiveness and optimism. Since in many cases Privalia’s communication goes hand in hand with other brands, it was essential for its design to complement other brands chromatically and for each piece to have a colour and shape to unify them all under one visual language, something that’s particularly crucial in such complex and saturated environments as online marketplaces tend to be.