Bro - 30 years, from Rio to the World.
BRIEF
In 2025, Bro Fitwear, a Rio-based activewear brand created by women for women, turned 30. Despite its high-quality handmade products and international presence via e-commerce, the brand had never developed a structured communication strategy. The goal was to build awareness by celebrating Bro’s roots in Rio de Janeiro while highlighting its global expansion. The target audience: women aged 20–45, upper-middle class, with an active lifestyle and strong attention to aesthetics, performance and longevity in fashion.
In 2025, Bro Fitwear, a Rio-based activewear brand created by women for women, turned 30. Despite its high-quality handmade products and international presence via e-commerce, the brand had never developed a structured communication strategy. The goal was to build awareness by celebrating Bro’s roots in Rio de Janeiro while highlighting its global expansion. The target audience: women aged 20–45, upper-middle class, with an active lifestyle and strong attention to aesthetics, performance and longevity in fashion.
WHAT WE DID
Under the concept “Bro 30 anos. Do Rio - para o mundo”, we created a new visual identity that honored the brand’s carioca origins while reinforcing its premium positioning. The design system was inspired by the iconic patterns of Rio’s Copacabana and Ipanema sidewalks, which, by a fortunate coincidence, also formed the shapes of a 3 and a 0, subtly reinforcing the brand’s 30-year milestone. The campaign launched across OOH and digital performance media. In the first three months, Bro saw a 27% increase in in-store and reseller sales, a 36% lift in e-commerce revenue, and a 78% increase in brand recall.
Under the concept “Bro 30 anos. Do Rio - para o mundo”, we created a new visual identity that honored the brand’s carioca origins while reinforcing its premium positioning. The design system was inspired by the iconic patterns of Rio’s Copacabana and Ipanema sidewalks, which, by a fortunate coincidence, also formed the shapes of a 3 and a 0, subtly reinforcing the brand’s 30-year milestone. The campaign launched across OOH and digital performance media. In the first three months, Bro saw a 27% increase in in-store and reseller sales, a 36% lift in e-commerce revenue, and a 78% increase in brand recall.
Made by women. For women. Since always.
Made by and for women, since always.
Cook SB
Design Lead João Gabriel Gragnani
Designers Matheus Dácio and Yago Andrade
Copywriters Alexandre Alencar
Design Lead João Gabriel Gragnani
Designers Matheus Dácio and Yago Andrade
Copywriters Alexandre Alencar