Havaianas is a Brazilian flip-flop company that features colorful product and advertising. However, Havaianas had limited styles that could be used in the US market, specifically across CRM.
Because of the frequency of communications that would be sent to Havaianas customers, our team sought to develop a brand system that afforded both consistency and variation at the same time. We chose to lock down typefaces, calls to action, and general layout and leave the doors wide open to color and copy. Our end result is a huge library of campaigns that bring out the fun and color of the brand without getting stale over time.