Casa Affonso – Projects : Hardy Design – Estúdio de Design e Branding

Casa Affonso – Projects

Rebranding, packaging, and campaigns for Ribeirão Preto-based traditional luxury retail brand.









The brand identity project designed for Casa Affonso highlights the brand’s legacy, built over a 75-plus year experience in the jewelry and gifts market. Embodying the strength of the company’s name, the logo now boils down to the monogram crossed by a diagonal line that balances the design. The introduction of a condensed and contrasting new chromatic palette broadens the scope of the project, and enables new graphic arguments for its communication.

Along with the new visual positioning, the packaging system was similarly designed to display the brand’s tradition and sophistication.









Over approximately 5 years, Hardy designed a vast amount of material for the company, from campaigns to catalogs and point of sales displays. In addition, an image and illustration database was created, with a large part of its content assuming a watercolor aesthetic as a trademark of the company’s communication, establishing visual narratives that gently connect the brand to its target.








Creative director: Mariana Hardy
Executive director: Cynthia Massote
Project manager: Nathália Monteiro and Mariana Muchon
Design: Débora Cruz (brand identity)
Projects designed from 2013 to 2017, involving several professionals working for the studio during this period.
Graphic production: Mirelle Bairral
Illustrations/watercolors: Carolina Santana