buzina
Case Study
Buzina is a Portuguese brand founded by Vera Fernandes in March 2016. It has a unique identity where authenticity reigns supreme. The woman who wears Buzina loves fashion, but above all, she loves herself. All pieces are one-size-fits-all, requiring a bit of creativity from the woman who wears them. Buzina is made, above all, for a woman with attitude!
As she sensed the brand was growing, Vera reached out to PALCO because she felt the need to take the “leap” and start positioning the brand! After a brief analysis, we felt it had immense potential because it combined design, quality, and price—three fundamental elements for a brand to succeed in its market.
Rebranding: A New Chapter
““The horn is loud.” This was one of the phrases its creator emphasized. In this new image, we wanted not only to incorporate the warm tones that so effectively convey the human side and evoke emotions, but also to represent the horn in a non-linear, subtly perceptible way—one that, in some way, remained true to the unique style of her creations! We created a logo and a monogram that work on any background and are effective when used in various shades. The main shade used for the brand was Terracotta, as this color captures the brand’s essence!
Stationery and Packaging
The business card is textured and pleasant to the touch, featuring the brand’s warm color and information on the back. The labels, meanwhile, are made of textured cardstock with the same color and texture, and feature the website on the front. The back of the label may include the item’s reference number and name, as well as its price in the case of a physical store.
Campaign Verónica & Vivian
The changes weren’t limited to the logo. It was necessary to create a campaign for the new collection and build a visual and conceptual narrative that would define the brand and touch the hearts and minds of consumers. The goal was to link the collection’s name with the location of the photo shoot. A quarry was chosen as the location because the elements of strength and courage were embodied in the stone and rock. The uniqueness of the “Verónica & Vivian” collection was also reflected in the individuality of each model.
About the collection: Inspired by real women, their own identities, and their unique personalities, Verónica and Vivian is a collection that celebrates women, their inner strength, and their individuality. Buzina is a brand whose pieces adapt perfectly to every woman—to her style, her daily wardrobe needs—and this collection proves once again that it is a multifaceted brand, perfect for any occasion!
Social Media
The brand’s social media channels lacked a clear purpose; there was no carefully crafted content or storytelling. After the rebranding, we took over the management of social media and all content curation, as well as determining the type of messages to be posted, always in line with Vera’s strategy and vision.
All of the brand’s visual content features a warm filter that evokes human warmth, emotions, and the best aspects of life. We combine images of the garments on models with close-ups of small details—such as the fabrics used—and sometimes focus on the faces of those wearing Buzina, since the people who wear its pieces are also part of this story.
We combine all of this with behind-the-scenes details (about the manufacturing process) as well as inspiring quotes and phrases that reflect the brand’s values.
Marketing of Influence Applied to the Buzina Brand
Once the brand was positioned and had established a strong image, we presented a selection of bloggers and influencers we had contacted. The profiles of the women we selected had to align with Buzina’s values and mission: women whose identities were authentic and unfiltered, so that all of the brand’s fans and consumers would feel that everything was genuine.
THE BOOM
Buzina is a brand that’s generating buzz, and more and more Buzina consumers are starting to crave the brand! The sense of belonging (#BUZINAGIRLS) is gaining momentum nationwide! The right partnerships and brand associations are strengthening its position in the market and in the minds of consumers! We’ve reached the point where we hear:
“I know Buzina!” / “That dress is BUZINA” / “I’ve heard of the brand!”
All this “BUZZ” surrounding the brand has fueled its “hype,” resulting in a rising market value for the brand!
Now our strategy is starting to take off beyond our borders, and the best is yet to come!
