Coven

Coven is a contemporary fashion brand with 30 years of history, whose artisanal process results in knitwear with traces of urbanity and Brazilianness. With the opening of its store in Belo Horizonte, we received the invitation to develop the ambiance, signage, and revitalization of the brand's visual identity. As a starting point, we sought inspiration in Coven's own collections and accessories, proposing a solution that integrates fashion, architecture, and design.

To create a timeless, neutral brand connected with the store, we opted for a typography that dialogues with Coven's repertoire and values its minimalist and strong personality. From this new identity, we elaborated an ambiance proposal that dialogues with the architectural project of Play Arquitetura, while telling the story of the business.

Based on the study of prints, patterns, pieces, and fashion shows, we ensured that every detail of the ambiance reflected the brand's personality. Thus, we brought the colors, graphics, and textures to the store's interiors, facades, and storefront. A novelty of the project is the light blue chosen for the packaging system, which became the main support color of the brand's identity, inspiring the internal painting of the store and allowing Coven to be recognized for its elegance and sharp perception of the spirit of the time.