PT/BR
A Toda Maquiada é o mais novo e-commerce de beleza do Brasil, Com uma proposta de portfólio amplo, precisava de uma estratégia e identidade de marca com presença e força para ecoar nos quatro cantos do país.
O ponto de partida foi um território simples e forte: make é para todos os dias, dA mais básica à mais elaborada.Essa ideia se desdobra na liberdade (“do seu jeito”) e na assinatura que guia toda a comunicação: “Todo dia é dia de estar Toda Maquiada.”
Na identidade verbal, construímos uma voz jovem, bem-humorada e de incentivo reforçando que maquiagem é vontade, não regra. A síntese vira tagline: Make todo dia.
Visualmente, o objetivo foi impacto + apelo fashion: desenhamos uma tipografia própria, alta, condensada e bold, com “aberturas” para criar assinatura, suavizada com arredondamento para equilibrar força e estilo.
A letra “i” faz referência ao batom e a estrutura confere a atitude em todos os pontos de contato.
EN/US
Toda Maquiada is one of Brazil’s newest beauty e-commerce brands. With a wide-ranging assortment, it needed a brand strategy and identity with real presence—strong enough to resonate nationwide. Our starting point was a simple, bold territory: makeup is for every day, from the most effortless look to the most elevated. That idea unfolds into freedom (“your way”) and the brand line that anchors the communication: “Every day is a day to be Toda Maquiada.”
Toda Maquiada is one of Brazil’s newest beauty e-commerce brands. With a wide-ranging assortment, it needed a brand strategy and identity with real presence—strong enough to resonate nationwide. Our starting point was a simple, bold territory: makeup is for every day, from the most effortless look to the most elevated. That idea unfolds into freedom (“your way”) and the brand line that anchors the communication: “Every day is a day to be Toda Maquiada.”
On the verbal side, we built a youthful, witty, encouraging voice—reinforcing that makeup is a choice, not a rule. The concept distills into the tagline: Makeup. Every day.
Visually, the goal was impact with fashion appeal: a custom wordmark that’s tall, condensed, and bold, featuring intentional cutouts for signature character, softened with subtle corner rounding to balance strength and style. The “i” nods to a lipstick, and the structure delivers attitude across every touchpoint.
Chaminé Team
Strategy Direction: Pablo Eduardo Frandoloso
Strategy Direction: Pablo Eduardo Frandoloso
Verbal Identity: Sandinara Antunes
Art Direction & Brand Designer: Matheus Corseuil
Art Direction & Brand Designer: Matheus Corseuil
Creative Direction: Daniel Zonta
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Client
Toda Maquiada | 2025
:
Client
Toda Maquiada | 2025
Project
estratégia de marca | identidade visual e verbal
brand strategy | visual and verbal identity
estratégia de marca | identidade visual e verbal
brand strategy | visual and verbal identity
