Context
Roberta Torre is a brand dedicated to body care, located in the historic center of Naples. The store offers a welcoming and intimate environment where customers can experience cosmetic treatments, massages, and personalized consultations, alongside a curated selection of beauty products. Founded by Roberta Torre and her mother, the brand is built on a powerful and inclusive message: every body deserves all the care in the world. This philosophy promotes authentic and gentle beauty, focusing on well-being and attracting those seeking professionalism, empathy, and a human touch in the beauty industry.

Challenge
The main goal was to redesign the brand’s visual identity, as the previous image failed to reflect the values of seriousness, precision, and attention to detail that Roberta and her mother embody in their work. The project was also prompted by the recent renovation of the physical space, designed by the Naples-based studio Primo Atelier. This architectural transformation called for a visual alignment of the brand. The new identity needed to reflect a stronger market positioning while staying true to the brand’s roots, craftsmanship, and inclusive vision of beauty.

Execution
The rebranding process involved the creation of a completely new logotype and symbol. The custom serif font draws inspiration from the architectural arches featured in the new store, with distinctive ligatures on the letter R that add personality and uniqueness. The RT monogram was designed to become a recognizable and iconic brand element. The overall visual identity centers around the concept that perfect beauty doesn’t exist — every skin tells its own story. To highlight this, macro shots of materials such as ruched fabrics, knit textures, and skin details were used to build a unique and cohesive visual narrative, celebrating individuality and authenticity.