IMPANDE | Renaming and Branding

Impande arose from the urgent need to rename an agender urban fashion brand that no longer saw itself reflected in its name.

Originally created as Nega Morena in 2018, the brand carries in its essence the strength of ancestry and the pursuit of identity beyond labels. As the brand grew and aligned with broader issues of representation, it became essential not only to change the name, but to build a strategy that translated its new truth — with respect for its origins, the community that sustains it, and the imagery that supports it.

The project involved every step from strategic naming and brand positioning to the development of a visual identity that communicates ancestral power with contemporary sophistication. More than a rebranding, this was a reconnection with truth and origin.    

  

Client: Nega Morena

Type of Project: ReNaming, Brand Strategy and Brand Identity.

Studio: Essenza Case Co.

Country: Brazil

Year: 2025

The name IMPANDE is more than just a word; it means “roots” in Zulu, a vibrant and ancient language. This choice reflects the brand's deep connection to African heritage and its desire to celebrate the origins that drive us forward into the future. IMPANDE is an invitation to honor where we come from, while embracing the freedom to be who we are. 

With this essence in mind, we developed a visual identity that pulsates with the energy of the streets and the noble silence of its roots. Minimalist, yet vibrant like a manifesto. A visual system that embraces time—past, present, and future—with sophistication, presence, and soul.

Inserted into the rhythms of São Paulo, its identity system finds resonance in textures, architecture, and daily rituals.

These applications are more than visual expressions — they are acts of affirmation.

They claim space for narratives that have always existed, but now speak louder, clearer, and with intention.

Every brand holds a truth waiting to be voiced. Thank you for walking through this one. If you feel it’s time to bring your own story to life — with soul, clarity, and presence — let’s create it together.