Project Fio is a social business that works with 2 work fronts:
• A social project. We teach handmade embroidery to women in vulnerable situations in Rio de Janeiro’s favelas.
• A Fashion brand. A showcase for our pieces. The creation and selling of clothes enable the new embroiderers to have their financial independence.
Projeto Fio's visual identity was based on the structuring elements of it's values - we explore the thread itself, the circularity of the project and the handmade attributes.
I worked as
Designer / Branding Director / Concept creator
The logotype was hand-drawn in a calligraphic typeface, evoking simplicity and elegance. We used the circle throughout, which refers both to the way embroidery threads intertwine and to the circularity of the project. The smooth but imperfect lines used in the logo speak of what is done by hand, with affection and care.
The graphic elements in Projeto Fio follow a natural and warm approach - we seek to convey the warmth of the hands in the textures of papers, sketch drawings and stamp applications.
At all times, Fio brings history in its details -
the visual identity is simple and serves as a frame for the manual work developed by the brand.
In photography, we reinforce the elegance of simplicity in every detail. There is also a sense of nostalgia, the “new classic”, where we play with elements that endure through time and that hold an affectionate and fond place in our memory.
