Womes is a brand of accessories and semi-jewelry that targets women between 25 and 44 years old, financially independent and extremely trendy, who seek practicality in their daily lives.

During the research we developed for this project, we realized that the women who consume in this market usually assume different versions of themselves in a day: mothers, entrepreneurs, housewives, lovers, and that they use semi-jewelry as a mean to express each one of these versions.

Thus, the foundation of the strategy was to position Womes as the accessories brand that enhances your style, delivering a customized curation of products for all versions of the woman you want to be.

To synthesize this positioning, we developed the tagline “Womes. For all the women in you”.

By combining the words “women” and “mulheres” – woman in portuguese -, the solution chosen for the brand’s name brought originality and a huge potential to strengthen the emotional connections between the entrepreneurs, the brand and the public, turning Womes into an inspirational platform for its community.

Womes was made by women for women. Its personality was designed from the characteristics of a strong and determined woman who wants to connect and express the different versions of herself.

Almost like a fairy godmother and following her archetype “The Magician”, Womes has the ability to transform. Through her accessories, she enhances all the versions that women have of themselves.

In its communication, Womes encourages its customers to express their own essence, through words and expressions that encourage self-esteem and female empowerment.

On the logo, the repetition of stripes forming the letters W and M represent the plurality of being a woman. Along with the colors, fonts and photographic identity, the brand updates the concept of feminine, transmitting a clean, chic and modern message, coherently sealing the entire strategy defined for the brand.