Havaianas: The not so Secret Trend

by Isa Petrolio and Gabrielle Mota

The project

Havaianas is known as the brand of summer. And they embrace this in almost all of their commercials showing aways a celebrity on the beach, reenforcing the idea of summer, and everything that Brazil is known for worldwide.

But in São Paulo we don't have beaches, and it's not summer all year long. So our Brand Action will propose an alternative use of Havaianas during winter, accepting a secret trend that already exist and everyone knows: wearing havaianas with socks.

This secret trend is almost forbidden by society, but for some reason even the people who judges, also wear it at some point. So If everyone is already doing it, why don't we do it together? Through posters around Santa Cecília and a hashtag on instagram, the action will encourage people to start wearing their havaianas with socks on the street, matching their outfits with colors and patterns.

 

Why Santa Cecília? Santa Cecília is a neighbourhood in São Paulo, known for being young and alternative.

Our proposal is to question and defy the fashion trends and customs. People from Santa Cecília are more open to changes and trying new things, they are known for being authentic and can create unexpected looks that end up creating an unique aesthetic.

Brand Action Identity

Cor e Type.jpg
Cor e Type2.jpg

Posters

PosterColorTests5.png
PosterFINAIS.jpg

The process

Testing out color combinations, and compositions.

Screen Shot 2020-12-03 at 14.28.06.png

Slight changes on the tones can make a huge difference on the overall appearance.

The darker tones give a stronger feeling of winter.

Main references for the vídeo identity and kinetic animation.

Supporting materials

Initial poster experiments.
Considering using the word "winter" secret trend instead of "not so"secret trend.
It's not necessary cause the socks already brings the idea of winter.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.
Initial poster experiments.
Using the typeface "shrimp" and putting the "not so" behind.
Poster development.
Incorporating the identity of the brand with the pastel vibrant colors and the rounded shapes that relates to the shape of the flip-flops.
Poster development.
Keeping the borders thiner brings more attention to the image itself.
Poster development.
Testing out different colors. the pastel colors are totally different from the color pallet of the image, and it works cause it creates a contrast. The colors are toned down in a  way that it highlights the image behind.
Poster development.
Trying out different images. In this case the colors of the image matches the colors of the overall poster, and it also works. Still we could switch the colors from the text making secret trend" pink.
Poster development.
When the color of "secret trend"is the same color of the framing it looks like the text is coming out of the borders into the image and it makes more sense. Relates to the idea of "secret" cause you can only read it when its on top of the image, otherwise it would disappear.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.
Initial poster experiments.
Trying to choose colors from the original image and including the "not so" from the sentence the not so secret trend, and at the same time making it discrete.

by Isa Petrolio