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Armadillo

Lines and cuts point the way to Armadillo's new era. With authenticity and spirit, we created an identity that flows naturally and weaves its path with ease, wherever it goes.

Without fear of feeling the wind on our faces and the sun on our skin, we immersed ourselves in one of Rio de Janeiro's most traditional clothing brands to reinvent its codes and tell a new chapter of its story.

See our works

Film
Design
Communication

Easygoing Everywhere

Thought and created in Rio de Janeiro under the influence of the sea, Armadillo is a clothing brand with 30 years of history. On its path to updating itself in an increasingly digital market focused on consumer experience, we developed the rebranding and launch of the new brand.

The creative challenge of the project was to connect Rio’s casual vibe to the quality and comfort already recognized by the public, injecting lifestyle into the brand and positioning it in the conversations happening around the world. This is how we gave life to an Armadillo that flows naturally, from beaches to cities, always with ease.

Armadillo’s visual universe takes on contemporary tones with a sober and modern color palette. The logo brings sophistication with a serifed typography, evoking fluidity through the rounded details in the letters, communicating trust, stability, and the brand’s maturity.

Finally, the symbol was redesigned in a synthetic and geometric way, conveying the balance between simplicity and the brand’s roots, referencing wave, mountain, and, of course, the armadillo—the traditional symbol of the brand.

In the verbal universe, the tone of voice creates an inspiring atmosphere at every touchpoint, exploring the relationship between casualness, lightness, and the brand’s connection to its origins. The tagline "Leve onde for" (Light Wherever You Go) emerges from the double meaning between Armadillo’s optimistic and positive vision and its products, created to explore and bring comfort anywhere.

Of Brazilian origin and Carioca soul, Armadillo is reborn for those who dare to look inward and touch the world outside. A light, contemporary, and connected brand that invites its community to see the extraordinary in the simple things in life.

Credits

Agency
Creative Direction
HardCuore Team

Armadillo

Without fear of feeling the wind on our faces and the sun on our skin, we immersed ourselves in one of Rio de Janeiro's most traditional clothing brands to reinvent its codes and tell a new chapter of its story.

See our works

Prio: The Mind is Unstoppable

Bold Snacks, Rebranding

Armadillo

Without fear of feeling the wind on our faces and the sun on our skin, we immersed ourselves in one of Rio de Janeiro's most traditional clothing brands to reinvent its codes and tell a new chapter of its story.

See our works

Prio: The Mind is Unstoppable

Bold Snacks, Rebranding

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Easygoing Everywhere

Credits

Agency

Creative Direction

HardCuore Team