Viva Frida Rebranding for Inclusive Luxury

Viva Frida, a Swiss boutique celebrating its 15th anniversary, needed a full rebrand to reposition itself as a modern, eclectic, and inclusive luxury destination. The challenge was to create an identity that honored the brand’s Mexican heritage and artisanal craftsmanship while appealing to a sophisticated, conscious clientele. The goal was to unify the brand across packaging, digital presence, and communication while keeping its warm, approachable personality intact.

I led the creative direction, visual identity design, and packaging strategy. Starting with an in-depth brand strategy workshop, I worked closely with the founders to define the brand’s essence and tone of voice. Inspired by Frida Kahlo’s bold spirit and Mexican folk aesthetics, I developed a visual language that blends colorful eclecticism with editorial elegance.

Key elements included:

Logo system combining a refined serif with expressive handwritten details

Color palette balancing vibrant accents with minimal sophistication

Hand-drawn floral illustrations inspired by Mexican folklore

Packaging redesign across jewellery étuis, boxes, bags, and collateral, integrating storytelling and tactile quality

Creative content direction for the launch campaign, including Instagram visuals, stickers, and branded GIFs

The rebrand successfully positioned Viva Frida as an inclusive-luxury concept store with a distinct, memorable identity. The 15th-anniversary campaign, featuring the “Amor Eterno” collection, drove higher engagement on social media, boosted in-store foot traffic, and deepened the brand’s connection with its loyal community.