Ipanema
Customer: Grendene S/A
Scope: Concept Design, Technical Feasibility, Production Monitoring
Always New, Always Ipanema
Grendene is one of the world's largest footwear exporters, with Ipanema being its main retail brand. Since 2013, R4DESIGN has been developing POS (Point of Sale) solutions that bring the feminine and unconventional spirit of the brand to the most diverse distribution channels.
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The images presented here are evidence of an extensive design process that began with the proposition of an entirely new "key-visual" for the brand. This new expression, named Ipanema Skydrop, sought in the movement of sunlight – and its multiple expressions throughout the day – the central synthesis to represent the Ipanema customer – a contemporary, dynamic, and vibrant woman.
This concept was then applied to the most diverse expressions of the brand, especially a large number of POS solutions: displays, signage, panels, and a large number of special projects that explore elements like wood, the brand's characteristic Rubine Red color, as well as the unmistakable boardwalk. In addition to the Ipanema brand, projects were also developed for Ipanema 77 and signatures for co-branding projects aimed at the premium market.
As a result, the brand has taken on greater prominence in POS battles, achieving the goal of revitalizing its presence and materializing the promise "Always New, Always Ipanema" for its audience.
This concept was then applied to the most diverse expressions of the brand, especially a large number of POS solutions: displays, signage, panels, and a large number of special projects that explore elements like wood, the brand's characteristic Rubine Red color, as well as the unmistakable boardwalk. In addition to the Ipanema brand, projects were also developed for Ipanema 77 and signatures for co-branding projects aimed at the premium market.
As a result, the brand has taken on greater prominence in POS battles, achieving the goal of revitalizing its presence and materializing the promise "Always New, Always Ipanema" for its audience.
