Flora

Flora is a natural cosmetics brand that seeks to offer personal care products aligned with sustainability and respect for nature, while also conveying sophistication and modernity. The brand’s goal was to establish a clear position in the natural beauty market, standing out among competitors through its authentic approach and attracting consumers who value quality, environmental responsibility, and refined aesthetics.

The strategic challenge was to create a visual identity that reflected these values, building a perception of the brand as reliable, premium, and connected to nature, without losing aesthetic appeal or making the communication overly literal. It was necessary to balance natural references with a modern visual language, capable of generating immediate identification with the target audience and conveying the idea of care, well-being, and conscious beauty.

The identity development involved strategic decisions combining simplicity, elegance, and symbolism. A modern typeface was chosen to convey contemporaneity and clarity, while a green-toned color palette reinforced the connection with nature and sustainability. The brand’s symbol—a woman partially covered by a realistic tree leaf—was designed to communicate harmony between humans and the environment, reflecting delicacy, authenticity, and sophistication. Every visual element was carefully considered to ensure consistency across different applications, from packaging to digital communication, reinforcing the brand’s perceived value.

The final solution provided Flora with a memorable and strategic visual identity, capable of communicating its core values and differentiating it within the natural cosmetics segment. The brand now conveys authority and trust, enhancing the perceived quality and exclusivity of its products. With the new identity, Flora effectively attracts its target audience, establishing a consistent and professional market presence, strengthening its positioning as a modern, conscious beauty brand, and expanding its capacity for growth and consumer engagement.