Research and positioning

The starting point of the research was an analysis of similar brands to understand the positioning, language, and aesthetics of the segment. A total of 14 brands were selected and analyzed using a semantic panel, comparing their visual and strategic aspects.

Next, an internal analysis was conducted. Sales statistics from Mais Pano indicated that, despite the store offering only men's clothing, 80% of purchases were made by women, mostly girlfriends and wives. Using this data, a documentary research was conducted on the plus-size fashion audience to understand their characteristics and needs. Testimonials from professionals, fashion magazines, blogs, vlogs, scientific articles, and news reports were gathered.

The research made it clear that issues related to obesity and overweight not only influence fashion and individual aesthetics but also affect all aspects of life, especially social aspects, addressing issues such as self-esteem, body image, and identification. Therefore, we realized that Mais Pano needed to emerge as a part of this movement and serve as a voice and identity for its audience.

The new positioning was based on three main points: identification, proximity, and awareness. Starting from the name 'Mais Pano' (meaning 'More Cloth' in English), the focus shifted to convey a message of irreverence and freedom, described by the following terms: authenticity, simplicity, clarity, detachment, lightness, confidence, and precision.

Cultural References

With a new positioning defined, the next step was to focus on finding cultural references that would convey this message to the target audience. These three elements were chosen because they transmit the message of embracing characteristics that are sometimes seen as undesirable or negative, turning them into strengths and reasons for self-acceptance and the fight for more equality in society.

The clown

It is a classic character from the circus and theater whose original role is to be a transgressor. It is spontaneous and naive, an exhibition of the actor's true self. Its mask is the red nose, which does not cover the face and reinforces its authenticity. Despite its current stereotyped image, the figure of the clown has a social, cultural, and historical role of great importance.

Carlito

The most iconic character portrayed by Chaplin. He is characterized as a vagabond on the streets with attire reminiscent of the upper class, highlighting his efforts to occupy a dignified place in society. He became the greatest representative of silent cinema due to his irreverence and humor, while also delivering strong critiques of society in a world recently shaken by World Wars.

Brown bear

It is a majestic, imposing, and charismatic animal. The brown bear is one of the largest species of mammals and is also considered intelligent and independent. With its distinctive features, it is commonly seen in popular culture and literature as a symbol of strength and tenderness.

Visual References

In defining the graphics of the logo, visual references were sought from brands and illustrations with simple lines and mascots as the central element, aiming to convey authenticity and simplicity.

The Logo

After a series of sketches that were tested, analyzed, and refined, the final solution for the Mais Pano logo was achieved, translating all the concepts and references defined in the research stage.

Vertical and horizontal variations, positive and negative versions were also developed to expand the possibilities of applying the logo across various mediums.

Simplified lines and typography

These elements draw focus to the central mascot and prioritize legibility in digital and printed media, as well as on labels and clothing

Bowler hat and mustache

Direct allusion to the famous character of Carlito by Chaplin, combining fashion, style, and elegance

Mascot

A cheerful and inviting brown bear, expressing authenticity, positivity, and charisma

Construction process

The mascot was initially hand-drawn to allow for greater creative freedom and then vectorized. Digitally, the lines were refined to ensure simplicity, easy recognition of shapes, and the personality traits of the brown bear.

Implementation and outcome

With the completion of the brand project, the new clothing line was launched. For the production of Mais Pano's first in-house collection, illustrators and artists were invited to create exclusive prints featuring the brown bear, the new mascot.

The launch of the new brand took place during an event held on July 1st, 2017, at the Calçadão Urbanóide, on Augusta Street in São Paulo. The event featured special guests such as Thainá Oliveira, a classical dancer, Thais Carla, a dancer for Anitta, and musician Arthur Gaboardi. Plus-size artists and models danced and walked the runway wearing pieces from the new clothing line, while the entire identity and language reinforced the social commitment that Mais Pano embraced.

Currently, Mais Pano has launched its physical store in Vila Mariana, São Paulo, and continues to expand both physically and virtually, now with a voice, identity, and a cause to fight for. If you want to learn more and purchase exclusive pieces, visit the website or pay them a visit.

"In a time when an image can be worth more than a thousand words, we can consider that a person's appearance often reveals things about them that they cannot express verbally." (Everton Luis Sanches)