Marjorie
Tarcísio Bertim
Branding is commonly seen only as the visual identity or some aesthetic touch point of the brands. That is correct. But it is simply the surface. If we think on the word "Marketing", we have "market" + "ing". It denotes a continous action, in other words, it is the action of "putting the market in movement". The same happens with "Branding". The actions that must be done to continuously improve the reputation, the standards, the reliability and the - why not - love for a brand in customers minds (and, specially, hearts). Everything related to a brand is a message that matters.
Marjorie is a brazilian "comfortable, but beautiful and sustainable" female shoes concept brand.
It was a client from 2019 to 2020 of:
Branding Strategy;
Naming, Visual Identity;
Shot Production and Social Media.
The idea was to build a modern brand. Elegant, but sustainable, beautiful, but comfortable and durable.The backbone concept was the word "Essential". Shoes a woman could wear to go to work and to a party. For everyday, for every woman.
The name of the brand is a woman's name, Marjorie, to create a first conection right away.
Main logo
The main logo has the most basic, or "essential" combination of colours: black and white. We created a symbol to better aplications and a thin font. Elegant and modern.
Box application - Overview
Overview of the logo application on a white box.
Box application - Side 1
The side view of the box. It is written: "Marjorie is Essential".
Box application - Side 2
The other side view of the box. There are the site and social media adresses written on it.
Secondary logo
The secondary logo was an abvious choice: the negative form of the main one. Still elegant, still "essential".
Box application 2 - Overview
Overview of the logo application on a brown box. Denotating the sustainability principle of the brand.
Instagram mosaic launch mockup.
In Brazil, specially in late 2019, Instagram was the big thing, so we gave thorough attention to that channel. Brand is channel strategy too.
Mockup of how the profile would look like for Marjorie's launch. It is written "Soon" on the wall.
Mockup of how the profile would look like for Marjorie's launch. It is written "Soon" on the wall.
Mockup of how the profile would look like for Marjorie's launch. It is written "Soon" on the wall.
Mockup of how the profile would look like for Marjorie's launch. It is written "Soon" on the plants.
Mockup of how the profile would look like for Marjorie's launch. It is written "Soon".
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Posted Feb 9, 2024
Marjorie is a "comfortable, but beautiful and sustainable" female shoes concept brand. It was a Branding Strategy, Naming, Visual Identity, Shot Production.
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