Bem Menina is a Brazilian women's fashion brand built to empower women through timeless elegance, comfort and quality.
Before the rebrand it was called Bella Menina. It struggled to define its audience, depended on discounts to sell and had no real community around it. The rebrand gave it a sharp position and a clear idea of exactly who it speaks to, and who it doesn't, so it could attract the right customers and stop competing on price.
The brand speaks to Juliana: a professional woman between 20 and 40 who balances a busy career with self-care and wants versatile clothes that carry authority and femininity.
Visually, we left the informal 'cute pink' look behind. The new concept is 'strong delicacy': refined typography and an earthy palette of off-white, sand, olive, caramel and burgundy, with rose-gold accents. Paired with an inspiring, empathetic tone of voice, Bem Menina became a partner in a woman's daily growth.
