Beloved Brand | Herdei o Look
A second hand store with impeccable luxury clothing to dress little ones who grow up too fast.
Services: Rebranding, naming, visual, copywriting, illustration and collateral
Location: São Paulo | Brasil Date: 2022
Awards: Shortlist AT THE BRASIL DESIGN AWARD 2022 IN THE graphic design – brand design category
Shortlist AT THE BRASIL DESIGN AWARD 2022 IN THE branding – naming category









Children outgrow clothes very quickly, and thrift stores are more sustainable consumption solutions. With this in mind, the company encourages the reuse of garments. It meticulously selects clothing from famous brands for its young customers and has experience with certification to ensure that the items are original. The company needed to move away from a common name – Espichei (expression that means get taller fast) – and a worn-out symbol in the segment: a giraffe that referred to the growth of the little ones. The words that make up the name and the new look give a luxurious brand character and play with the “inheritances” of other children, for more conscious consumption.
The creative concept of the brand has a childlike atmosphere. The logo resembles fairy tale titles. A small crown, in the symbol, refers to the princesses and princes who will “inherit” beautiful looks from other children. Hence the name “Herdei o Look” (Inherited the look). In addition, playful characters – rabbit, cat and lion – represent the cubs and gain clothes with emblematic pieces sold by the brand. As a gift, young and old have fun with paper dolls to cut and dress. Cutting and assembling provides a playful activity nostalgic for mothers, of assembling looks. These are some of the main characteristics of the Beloved Brand Herdei o Look, authentic second hand luxury.






“I always had the dream of having my visual identity made by Carinhas. From the beginning to the end of the process, I was confident that my brand was in great hands. When we decided to change the name, I was a little worried about the repercussion, but when I received the final project, my heart overflowed with joy with the result. I am very happy with the result and loving my Beloved Brand Herdei o Look!”
Mirelle Sant Ana
Owner at HERDEI O LOOK









