marcio 

☰

After more than two decades working as a designer and manager for other brands, fashion designer Samuell Almeida decided to launch his own bridal label. His aim was to create something truly authorial — a space to fully express his artistic vision, experience, and unique creative approach. The challenge was to build a brand that not only carried his name but also conveyed his essence and positioning in a highly competitive market, without resorting to generic formulas or standardized language.

The bridal gown industry typically revolves around trends and what’s fashionable — especially in the prêt-à-porter segment, where dresses are produced on an assembly line. Samuell, on the other hand, stands for the opposite: each dress should reflect the bride’s personality. He believes a wedding dress is an extension of the woman — not a disguise. The brand needed to position itself not as a dressmaker, but as a translator of essence. Brand communication had to reflect that: sophistication, exclusivity, and emotional connection with each woman's dream.

Our communication strategy was built upon extensive field research — not only evaluating Samuell’s final product (the dresses), but especially his interaction with clients and the results he draws from those encounters: his ability to extract the very essence of what they’ve always dreamed of, what represents them, and what they hope to see in themselves — and transform that into one-of-a-kind wedding gowns.

Samuell Almeida creates custom pieces that translate the dream of a wedding dress into unique designs, for brides seeking more than a gown — a true expression of their essence and personality.
The atelier stands out for the boldness and originality of its creations, particularly the use of lace and intricate beading — but above all, for turning each bride’s true self into high-end couture.

This positioning is encapsulated in the tagline:
The one-of-a-kind dress, made for your dream.
A declaration of exclusive design — and a nod to Samuell’s rare talent for crafting dresses that genuinely represent each bride’s inner identity.

When developing the visual identity for fashion designer Samuell Almeida, my starting point was a critical look at the current landscape: bridal branding tends to be homogeneous — defined by white and grey palettes, minimalist sans-serif typography, and logo systems limited to nominal signatures.

My proposal was to break away from this generic neutrality — while preserving the elegance and timelessness the segment demands.

A deep moss green, contrasted with dark gold, brought a layer of discreet luxury to the brand — a mature kind of nobility that doesn’t need to shout. This color choice conveys the restrained strength and refinement that define Samuell’s work, particularly in his authorial use of lace and tailoring.

For the logo, I created a monogram that fuses the initials “S” and “A,” resulting in a signature that is both unique and cohesive. Grounded in the Playfair Display font — with its elegant contrast between thick and thin strokes — I embedded graphic details into the wider lines that evoke the lace motifs so characteristic of Samuell’s aesthetic. The result is a symbol that does more than identify — it embodies the creator’s essence: artisanal, meticulous, soulful.

To extend this visual universe, I developed a system of graphic patterns directly inspired by the lace fabrics used in his collections. These elements — ideal for backgrounds, packaging, tags, and stationery — are based on organic, interwoven shapes that visually express the delicacy, craftsmanship, and richness of texture that define Samuell’s work. Like his dresses, these patterns are not merely decorative — they are designed with symmetry, rigor, and intent.

This identity system was conceived to be perceived in layers — like a custom-made dress: at first glance, visual impact; over time, discovery of detail. It’s in this depth that the Samuell Almeida brand truly distinguishes itself.