Fita Up is the first Brazilian breast tape, and the brand’s main objective is to offer another option of choice for women when it comes to dressing, in addition to the conventional bra or wearing nothing at all. It’s not about strengthening standards of beauty, it’s about offering freedom of choice. As a business, they want to be recognized for promoting self-esteem and self-knowledge for Brazilian women.

“We are creating the end of the era in which a woman no longer wears an item of clothing for lack of an ideal bra or for not feeling comfortable without anything, through a breast tape that is totally adaptable to her body and in sizes and colors that you can buy without leaving your home.” Victoria Scherer and Lucas Beber

The brand name reflects a little of its goals: to give an “up” in self-esteem – not only lifting the breasts, but lifting women as a whole. It’s not about strengthening standards of beauty, it’s about offering freedom of choice. Promote self-esteem and self-knowledge.

They sought out the Monga Design studio to create a visual identity with colors that involve skin tones mixed with other colors that bring life, that is not too delicate or fresh-sustainable, because the ribbons are disposable. The brand is feminine, but it is strong and decisive. It is pioneer, but common. As it is a new product, it was important to avoid something too hype, which might cause surprise and distance from the public.

The visual identity created was Inspired by the Sun – which gives light, warmth, life, energy, joy, strength and motivation.