AmoreGio

The name was born from a genuine conversation with the founder, who made one thing clear from the very beginning: she wanted it to carry something bigger than just a commercial label. There was a clear intention behind it: the name needed to reference her greatest inspiration, her daughter, Giovana. In-depth research uncovered Italian roots in the name, opening the door to a meaningful connection. In Italian, there's a classic expression, Amore Mio, "my love." That's where AmoreGio came from: joining Amore, which captures the founder's own feeling, with Gio, the affectionate shorthand for the daughter who inspires her every day. The result is a name that doesn't need explaining to be felt. Strong, approachable, and rooted in real meaning. And its Italian origin became more than just a nice detail, it became the thread that guided the entire visual creation of the brand.

AmoreGio's palette conveys vibrant joy, warmth, and approachable sophistication, the set of feelings the brand wants to spark at every touchpoint. Pantone 151 C, Pantone 2006 C, Pantone 2094 C, Pantone 9060 C, and Pantone 419 C come together in a versatile harmony, one that can carry both refined pieces and everyday store materials alike, without ever losing the joy that sits at the brand's core.

AmoreGio's logo was built with a dual intention: to be elegant and bold at the same time. To create that combination, the idea emerged to pair two typefaces of completely different natures. The elegance came from CoFo Raffine, editorial and sophisticated in character. The boldness came from Adventures Unlimited Script, an expressive script that gives the name a handwritten feel, intimate, unique, and alive. But choosing the typefaces was only the starting point. Each one went through changes to communicate a third value: approachability. CoFo Raffine had its serifs removed and its corners rounded, bringing it closer to everyday life. Adventures Unlimited Script had its G redesigned, highlighting the initial of the founder's daughter's name, and its letters thickened to create the feel of ink on paper. Both received an imperfect texture that speaks to humanity and authenticity. This combination is rooted in la dolce vita, an Italian visual philosophy that celebrates the beauty of everyday life with understated elegance. A logo that doesn't imitate the market: it tells its own story, at the meeting point of Mediterranean sophistication and Carioca warmth.

The founder had one clear wish: that the brandmark represent her daughter. But the intention was never to be obvious about it. Instead of a literal illustration, the goal was to bring together concepts that would speak to everything already built into the brand's identity. The starting point was the G already present in the logo, the initial of her daughter's name, which here takes on even more prominence. The letter was tilted, becoming the base of the brandmark. Around it, sun rays carry the symbolism of the daughter as the founder's own light, her sun. This idea also deepens the connection to la dolce vita, reinforcing the world of summer, warmth, and life being celebrated. A G that is, at once, an initial, a lock of hair, and a sun. Simple to recognize, impossible to forget.

The first pattern draws inspiration from the lightness and charm of la dolce vita. With gently wavy vertical stripes and a handcrafted line, the result is a timeless pattern that conveys joy, movement, and authenticity, one that can be applied across different formats and proportions without ever losing the essence of the brand.

The second pattern brings together, in a single design, the two worlds that define AmoreGio: the world of beauty and the spirit of la dolce vita. In a fine, delicate handcrafted line, all the elements coexist with lightness, forming a timeless, versatile pattern that can be applied in a variety of forms and proportions, always carrying the joy that is the essence of the brand.