FLORAW’s visual identity is designed to translate the essence of a brand that was born out of the desire for change. Led by Thais Daros and Laura Muniz, the venture born from the desire to exchange excess chemistry for clean, effective and affection-laden formulas, always with natural ingredients and respect for well-being.
Floraw
The design of the brand was built on three fundamental pillars: purpose, nature and affection. Each visual element was thought to communicate the sophistication that exists in the simplicity and potency of natural ingredients.
THE BEAUTY THAT FLOURISHES FROM THE NATURAL
The logo structure is clean and balanced. The name FLORAW stands out, while the NATURALLY BEAUTIFUL phrase embraces it in a soft bow, reinforcing the proposal of conscious and organic beauty, while softening the more rigid structure of the logo. This combination of straight lines with curves creates a visual harmony that reinforces the concept of balance between science and nature.
COLOR PALETTE
. Greens (pistachio and moss): the lighter and vibrant green symbolizes the freshness and the sprouting of a new beauty consciousness. The darkest tone refers to the botanical wealth.
. Grayish mallow and terracotta: the mallow, present in the logo, claims for femininity. The terracotta tone, warm and welcoming, brings the roots and the sense of belonging.
. Golden and off-white: the burnt gold adds a touch of light, like the sun’s glow over the skin. The off-white serves as a neutral base, which brings transparency in FLORAW’s clean formulations.
TYPOGRAPHY
The name FLORAW, with its serif and elegant font, establishes a pillar of trust and effectiveness. It communicates that behind the smoothness of the ingredients, there is proven science and results.
In a counterpoint, the NATURALMENTE LINDA tagline embraces the main name in a soft arch. Its rounded and friendly fountain brings closeness and the feeling of an affectionate embrace, reflecting the kindness of the formulations and the purpose of the brand. The small central trait balances the composition.
FLORAW’s visual identity reflects this essence: elegant, delicate and at the same time confident and conveys the sophistication of a brand that values natural beauty without excess. The typography brings balance between modernity and timelessness, while the subtle details in the color palette refer to the nature and freshness of the formulations.
More than a symbol, the FLORAW brand is an invitation to conscious and true self-care — a beauty that comes from the inside out, naturally beautiful.
CLIENTS/YEAR:
Thais Daros and Laura Muniz, 2022
PROJECTS:
Visual identity creation
Labels for packages
Posts for Instagram
LOCATION:
Rio de Janeiro | Brazil