Coven : Hardy Design – Estúdio de Design e Branding


Brand identity and environmental graphics for Belo Horizonte fashion brand Coven’s flagship store.

With the opening of Coven’s new store in Belo Horizonte, we were invited to design its environmental graphics and signage, as well as to revitalize the brand identity. As a starting point, we sought inspiration in Coven’s own collections and accessories, coming up with a solution that integrates fashion, architecture, and design.

In order to design a logo that was timeless, neutral and connected to the store, we opted for a typography that dialogues with Coven’s repertoire, and values its personality through a powerful, minimalist language.

Based on this new identity, our challenge was to think of a concept that would dialogue with Play Arquitetura’s architectural project, while at the same time telling Coven’s story. So, we conducted a study of its prints, patterns, garments, and fashion shows so that every detail in the environment reflected the brand’s personality. Thus, we brought colors, graphisms, and textures into the store’s interiors, front, and windows.

One of the project’s new features is the light blue chosen for the packaging system, which became the brand identity’s main supporting color, inspiring the store’s interior paintwork and allowing for Coven to be recognized for its elegance and keen sense of the zeitgeist.

Creative Director: Mariana Hardy
Executive Director: Cynthia Massote
Project Manager: Izabela Rodrigues
Designer: Leo Passos
Graphic Production: Rita Abdo
Architectural project: Play Arquitetura
Photo: Fran Parente