Every project I create starts as a challenge. Many brands come to me with deeply personal stories, and translating that into colors, lines, and shapes is a huge responsibility. Among all of them, AmoreGio was, without a doubt, the most intimate and heartfelt brand I've ever developed.
Camila came to me driven by the dream of starting her own business and, above all, by the desire to give her daughter, Giovana, a better life. She started out buying beauty products and accessories to sell at a street fair in Rio de Janeiro, and it didn't take long for her to see the potential in that path. The next step was building an identity for the brand, which at that point didn't even have a name yet. That's how she found me, looking for help developing both the naming and the visual identity.
Naming process
During one of our meetings, Camila told me she wanted the brand to revolve around her greatest inspiration: her daughter, Giovana. The name needed to convey joy and love, while staying directly connected to her. From there, I dove into deeper research to explore possible creative directions. While looking into the meaning and origin of "Giovana," I discovered its Italian roots, which opened up a whole new layer of references. That's when I landed on the expression "amore mio," a term of endearment in Italian used to affectionately refer to someone deeply loved.
With the concept in place, I started experimenting with word combinations until I found the solution that best captured the essence of the project. AmoreGio emerged as the most natural choice: a name that brings together affection, origin, and purpose, creating a symbolic connection to Giovana and to the love that inspired the entire brand.
Identity development
Moodboard
In search of the right inspiration, I started exploring references from Italian design. The identity needed to connect to the name while also communicating simplicity, lightness, and happiness. That's when I found la dolce vita: a philosophy of living slowly, savoring small moments, and finding beauty in everyday life.
That world resonated strongly with what AmoreGio stood for, and it became the main creative direction for the rest of the project.
Colors
Camila wanted people to feel comfort, joy, and curiosity when engaging with the brand. So the palette was built around Italian references that evoke passion, beauty, and warmth: the heat of the Mediterranean sun, the richness of Renaissance gold, the softness of lavender fields, and the glow of marble. The result is a vibrant, refined composition that sets AmoreGio apart in the beauty and cosmetics market.
Logo
The logo was built around two intentions: elegance and boldness. To balance those two attributes, I combined typefaces with distinct personalities. Elegance came from an editorial serif; boldness came from an expressive script. Both were adjusted to communicate approachability and character. The editorial typeface had its serifs removed, its strokes strengthened, and its corners rounded. The script had its letter G redrawn and its strokes thickened, creating the feel of ink on paper. The final touch was an imperfect texture, a symbol of humanity and authenticity. Together, the composition blends Mediterranean sophistication with Carioca warmth, without imitating the market: it tells its own story.
Symbol
The founder also wanted the symbol to represent her daughter, but without falling into an obvious solution. Instead of creating a literal illustration, I looked to bring together concepts that would speak to everything already built into the identity. The starting point was the letter G, present in the logo and the initial of Giovana's name, which took center stage by being tilted and transformed into the base of the symbol. Around it, wavy lines reinforce the idea of light, warmth, and affection, as if the daughter were the founder's own sun. This detail deepens the connection to la dolce vita and to the celebration of everyday life. The result is a symbol born from the fusion of the personal and the conceptual, of a mother's love and a philosophy that values the beauty of small moments.
Patterns
Two patterns were developed to expand AmoreGio's visual universe. The first was born from the lightness and charm of la dolce vita: gently wavy vertical stripes, with a handcrafted feel, form a timeless pattern that conveys joy, movement, and authenticity. The second brings together the brand's two worlds, beauty and la dolce vita, in delicate illustrations with a fine, artisanal line that coexist naturally and reinforce the essence of the project.
That's how AmoreGio's universe came to life. Here, beauty isn't about appearances, it's about how you feel. The brand was designed to be an accessible, welcoming space where women, men, children, and the elderly alike can feel welcome, respected, and cared for.
Because, at its core, everything begins and ends with love.
