Lider 80 years

To celebrate eight decades of history, we created a campaign that delves into Lider's roots to reveal the essence of a brand in constant transformation. The concept "Designing the future of Brazilian design" guides the visual and verbal language of a narrative that transcends time, valuing artisanal craftsmanship, commitment to innovation, and the identity of Brazilian design.

The campaign highlights the brand's four pillars—Brazilianness, potency, contemporaneity, and sensitivity—through an aesthetic that combines organic forms and movement. The brand typeface, composed of contrasts between precise strokes and elegant forms, graphically conveys the balance between tradition and renewal. The color palette is rooted in natural tones, inspired by botany, wood, and light.

The photography highlights movement, human presence, and material details. Textures, shadows, and gestures reveal life happening around the furniture, creating a perspective that is both intimate and architectural. Hardy designed the graphic identity for the exhibition 'O processo como alma' (The process as soul), presented during DW! SP 2025, which marked the beginning of a campaign that will continue throughout the year, reaffirming Lider's leading role as one of the country's largest creative industries.