Cariuma is a footwear brand founded in 2018 in Rio de Janeiro, Brazil, by Fernando Porto and David Python. With a focus on creating classic, Brazilian-inspired, urban, comfortable, and environmentally-friendly sneakers, they reinvent the footwear industry through an innovative, design-thinking approach, aiming to achieve desired sustainability.
The objective was to create a completely new visual identity for the brand. This involved a deep immersion into Brazilian culture, drawing inspiration from indigenous tattoos and juxtaposing expansive urban landscapes against the lush nature typical of Rio de Janeiro.
Through exploration, we created a design connecting vegetation, plants, and a graphic ‘C’ symbol resembling the Monstera deliciosa, a tropical plant from Central and South America.
Cariuma aimed to create an engaging e-commerce website that combined emotional appeal with rational aspects to guide users on their purchasing journey.
Insights from A/B Testing
To fine-tune our brand’s focus, we conducted online A/B testing with multiple homepage variations. By directing traffic to these different layouts, each featuring unique content, we aimed to determine which one most effectively boosted online conversions.
We prioritized simplicity, versatility, and visual impact, resulting in a flexible symbol applicable to various models and surfaces, while also designing cohesive branding elements for the products.