Frescobol Carioca
Identity
Brave New World’s remit was to create the first quintessentially Brazilian luxury lifestyle brand. As equity partners in the business, we worked on every aspect of creative direction, from the naming and brand identity to designing the swim & resort wear - and the way the brand comes to life, digitally and in-store.
The name is derived from two words; one, from our core product, the ‘Frescobol’ bat (Frescobol is a beach racket sport originating in Rio de Janeiro in the 1950s) and the other ‘Carioca’ which refers to the fun loving style of people in Rio. Brave New World’s inspiration for designing the Frescobol Carioca identity comes from the patterns of the famous Rio sidewalks like Copacabana and Ipanema. By giving these patterns a more graphic and colourful style, we were able to create a unique set of graphics - first for the identity and later making them the design basis for the resort and beach wear.
