Fluido
FLUIDO is a women’s lingerie brand built around femininity, sensuality, and freedom of self-expression. Since lace designs form the core of its product range, the brand’s visual identity needed to communicate the delicacy of the product while maintaining a modern and confident character.
Our task was to create a recognizable brand image and develop a consistent visual system that could be applied across the products themselves, packaging, printed materials, and brand communications.
The visual concept was inspired by the name FLUIDO itself, which evokes fluidity, movement, and soft lines. These qualities were reflected in the shape of the logo and the overall visual language of the brand: restrained, feminine, and visually light.
Rather than relying on conventional romantic aesthetics, the identity combines sensuality with contemporary minimalism. This approach keeps the brand relevant and allows the visual system to work across different collections and communication formats.
A custom FLUIDO wordmark featuring the lingerie descriptor was developed for the brand. The geometric letterforms are complemented by smooth transitions between the lines, giving the logo a more cohesive and fluid shape that reflects the meaning behind the name.
Abbreviated FLD versions were also created for smaller applications, including garment labels, elastic waistbands, hardware, and other elements where the full wordmark would lose its legibility.
The visual identity was adapted for practical use across hang tags, care labels, packaging, shopping bags, and the garments themselves. This helped create a consistent brand experience at every stage of the customer’s interaction with the product.
Guidelines were also established for logo placement, clear space, approved color combinations, and the use of the logo on light and dark backgrounds. The restrained, natural color palette reinforces the brand’s sense of tactility, quality, and delicacy.
Results
A cohesive visual system was created to express the character of the women’s brand and distinguish FLUIDO from other lingerie manufacturers.
The logo and visual identity were adapted for garments, labels, packaging, and promotional materials, creating a strong foundation for consistent brand development and future collection launches.