SIMONIA came to ara as a new brand, carrying the name of its creator SIMONIA RODRIGUES, a woman with over 18 years of experience in the brazilian fashion market
producing exclusive jackets, true pieces of art.
the brand's potential was already stamped on her products. but ara understood that the brand needed help to mature and conquer its space in the north american market.
after a refined brand study by ara, it became clear the need for repositioning SIMONIA.
we first defined the persona and analyzed competitive and inspiring brands. then we changed the naming, tagline, logo and developed a new concept. we suggested changes in brand communication strategies and aesthetics for the website and Instagram and set a strategic content and actions calendar for 3 months.
we designed a cleaner logo to help SIMONIA find the type of customer she was looking for.
we also developed new concepts for its collections, displaying the brand's roots, introducing the designer and her relationship with India, and bringing self-empowerment and self-knowledge as the brand's philosophy.
then, after a full rebranding by ara, SIMONIA was born.
creative direction: ARA CREATIVE IDEAS
photo: NATALIA SHUMACHER
styling: RENATO TOLEVI
beauty: DAFNE BEAUTY LOUNGE
model: DAFNE EVANGELISTA