LAZO approached our design agency with a clear objective: to create a solid, elegant brand identity with the essence of a luxury fashion house.
The brand sought to convey sophistication, exclusivity, and timelessness, but without sacrificing an essential value: approachability. A delicate balance that needed to be reflected in this identity.
We held an initial meeting to gather the client's needs, as they required a comprehensive rebranding to elevate their visual identity and consolidate their positioning within the premium fashion sector. For this, we created a new logo, an identity manual, and redesigned their website.
The keys to to the LAZO rebranding
The brand's name itself was the first indicator of the path to follow: minimalist, classic, elegant, and loaded with the symbolic meaning of connection, union, and subtlety (Lazo means "bow" or "knot" in Spanish).
LAZO stands out for offering exclusive Brazilian-sourced pieces, with distinctive prints and details that invite the customer to express their personality through design. To elevate this concept, it was necessary to rethink and create their brand identity from scratch.
As a design agency, we developed three visual identity proposals that captured all the brand's values. After a meeting with the client, we chose the proposal that now brings the new LAZO universe to life.
Following this selection, we began exhaustive definition work, constructing a visual identity manual that details every element of the new identity:
- Logo versions
- Color palette
- Typefaces
- Photographic style
- Graphic and application rules
With this, we shaped an elegant, functional visual system that is ready to grow.
The Process Behind the Brand's New Logo
The new LAZO logo is built upon a minimalist focus and a carefully studied modern elegance.
Two typefaces and and a clear message
The logo combines two main typefaces:
- Primary Typeface:
- Classic inspiration
- Refined proportions
- Conveys stability, sophistication, and a timeless aesthetic
- Secondary Typeface Applied to the “Z”:
- Breaks the classic structure in a controlled manner
- Introduces personality and movement
- Its fluid shape evokes the silhouette of a ribbon forming a bow
This detail transforms the Z into the logo's most distinctive visual signature, reinforcing the meaning of the name and providing a unique identity.
Conceptual reinforcement
To complete the logo, we incorporated:
- BRASIL: as a mark of origin and a fundamental part of the brand's DNA.
- Est. 2025: which provides professionalism and temporally situates the firm's creation.
Color palette
We chose an elegant dark green combined with black and white. This range conveys:
- Discreet luxury
- Timelessness
- Connection to Brazilian origins
- A premium aesthetic consistent with its brand universe
The result: a brand logo prepared to endure, stand out, and resonate emotionally.
The Result: A Solid, Elegant Identity Ready to Grow
The LAZO rebranding fulfills all the initial objectives: elevating the brand, reinforcing its essence, and building a coherent, attractive, and memorable visual identity.
But, in addition, we achieved an equally relevant aspect: the client feels deeply identified with their new brand identity.
This demonstrates that a well-executed rebranding not only transforms a brand visually but also generates clarity, confidence, and internal cohesion.
Luxury Branding: How to Create a Brand Identity That is Remembered
We have a branding team that works to go far beyond modernizing a logo. For us, creating a brand identity is about building a visual universe capable of communicating who a brand is without needing to explain it.
In LAZO's case, capturing its essence was the key. The rebranding not only elevates its visual aspect but also strengthens its positioning within luxury fashion, giving it a clear narrative to grow, connect, and excite an audience that seeks exclusivity, authenticity, and sophistication.
This is not the first time our design agency has created the identity for a luxury brand; we also did it with the rebranding of IM&JO. At V3RTICE, we believe that luxury branding is not just seen: it is felt, experienced, and remembered.
