OLENNA
Sector
Woman’s clothing
Services
Naming & Visual Identity
Year
2023
Country
Brazil
A refined rebranding that unites classic structure and modern elegance to reflect a new era of sophisticated comfort.
Previously known as Woods Store, the brand underwent a strategic transforma. tion to align its identity with its evolving vision and refined product offering. The renaming process was approached with precision, starting from a detailed naming brief to define values, tone, and long-term positioning. A variety of naming techniques were applied to generate ideas — including semantic fields, metaphorical thinking, phonetic exploration, and competitive mapping.
After a careful selection and screening process, the new name emerged as a synthesis of timelessness and elegance — a name capable of carrying the brand into a more mature and sophisticated future.
Beyond the name, the rebranding extended to a complete visual overhaul. The new identity blends classic structure with a modern sensibility, translating the brand’s essence into a consolidated and elegant visual system. The logo evokes a sense of permanence and comfort, reflecting the nature of its curated pieces — sophisticated, wearable, and enduring.
From launch materials to visual language and customer experience, every element was crafted to ensure a cohesive and resonant reintroduction of the brand to its audience — positioning it confidently in the premium lifestyle and fashion space.
