ao léu
Inês Silva founded a bikini brand in 2017 called NEGUIN. In October 2020, Inês contacted us because she wanted to rebrand the company. We began by conducting an analysis to understand what had motivated her to create the brand, and we quickly realized that this project had a very beautiful personal purpose. The name “NEGUIN” had no specific meaning, nor did the brand’s image. Inês didn’t identify with the brand name, so we conducted research, created personas, and helped Inês define her purpose for the brand.
This project was born out of Inês’s dream; she has always been connected to water and was a competitive athlete until she was 18. Swimsuits and bikinis have always been Inês’s world. Every week, Inês would treat herself to a new piece, as these were the statement pieces of her wardrobe. The beach, heat, salt water, summer, sun, sand, and the sea—these are what she loves most, and what make Inês happy. This is her favorite season of the year, so any business she started had to be connected to these elements.
“To tell you a little about my story: In 2016, in Coimbra, as I was leaving college, I decided to buy a scratch-off ticket at a newsstand and won 100 euros. I used that money to pay my first tuition installment at sewing school. I’d always enjoyed watching my grandmother sew, and the idea had been on my mind for a while, but that’s when it all really began. I attended the school for a few months, and before long I was able to make my own bikinis. My friends started wanting them too, and I began thinking about creating my own brand. This business was launched with the goal of selling bikinis and swimsuits customized to each customer’s measurements, designed and made by me; however, I can no longer do that myself, so I’ve outsourced production to a small garment factory. The purpose of this brand will continue to be creating unique and special pieces with my personal touch. One day, I’d like to dedicate myself 100% to this project I’ve always dreamed of.”
The name “AO LÉU” stems from Inês’s personal story, but it is also connected to the history of the bikini—and it is immediately clear that the history of the bikini is also the history of the body: a history of flesh, censorship, and provocation.
FEEL THE DANCE OF FREE.
Your body is your greatest temple, and AO LÉU is for all women who feel good about their bodies. Loving your body means feeling good about yourself. It means learning to trust yourself, and it is within you that your greatest power lies: your self-confidence!
Body in movement and mind in stillness!
