TodaUp
Consumer / Retail
From a product brand to the best friend of every Brazilian woman’s wardrobe.
From a product brand to the best friend of every Brazilian woman’s wardrobe.
1. CONTEXT
FitaUp was born five years ago with an innovative solution: a breast tape that expanded the possibilities of dressing, offering more freedom and confidence in everyday life. The product’s success opened the door to new solutions and took the brand from e-commerce into department stores, pharmacies, and other retail outlets across Brazil.
FitaUp was born five years ago with an innovative solution: a breast tape that expanded the possibilities of dressing, offering more freedom and confidence in everyday life. The product’s success opened the door to new solutions and took the brand from e-commerce into department stores, pharmacies, and other retail outlets across Brazil.
2. CHALLENGE
The business grew beyond its original category, but the name and perception of the brand remained tied to the tape. The portfolio had also become fragmented as new products were introduced. The brand needed to evolve in a way that could support this expansion without losing the recognition it had already built, since creating a brand from scratch would have carried greater cost and risk than evolving FitaUp.
The business grew beyond its original category, but the name and perception of the brand remained tied to the tape. The portfolio had also become fragmented as new products were introduced. The brand needed to evolve in a way that could support this expansion without losing the recognition it had already built, since creating a brand from scratch would have carried greater cost and risk than evolving FitaUp.
3. SOLUTION
The project worked across three layers: name, verbal identity, and visual identity. The name preserves “Up,” the strongest asset from the original brand, associated with elevation and self-esteem, and adds “Toda,” shifting the conversation from the product to the people the brand serves: all women, bodies, and ways of dressing. Toda Up becomes the master brand, with every product line adopting the “Up” suffix. The name gives rise to the tagline “Every woman can” and a distinct vocabulary, with phrases like “toda cheia de si” and “todas cabem aqui.” In the visual identity, the symbol reimagines the heart: turned upside down, it also reads as an upward-pointing arrow. A more diverse palette moves beyond FitaUp’s pink and brown, while the lockup typography takes on the gesture of a signature.
The project worked across three layers: name, verbal identity, and visual identity. The name preserves “Up,” the strongest asset from the original brand, associated with elevation and self-esteem, and adds “Toda,” shifting the conversation from the product to the people the brand serves: all women, bodies, and ways of dressing. Toda Up becomes the master brand, with every product line adopting the “Up” suffix. The name gives rise to the tagline “Every woman can” and a distinct vocabulary, with phrases like “toda cheia de si” and “todas cabem aqui.” In the visual identity, the symbol reimagines the heart: turned upside down, it also reads as an upward-pointing arrow. A more diverse palette moves beyond FitaUp’s pink and brown, while the lockup typography takes on the gesture of a signature.
4. RESULTS
Following the rebrand, Toda Up expanded into Brazil’s largest retail chains and evolved from a single-solution brand into a broader platform. Its product architecture, structured through a cohesive naming and packaging system, gave the launch strategy a clear foundation, allowing new products to enter the market with much greater clarity. The community grew as more women and influencers began following the brand not only as consumers, but as genuine advocates. Toda Up also gained something it had never had before: a network of representatives selling its products.
Following the rebrand, Toda Up expanded into Brazil’s largest retail chains and evolved from a single-solution brand into a broader platform. Its product architecture, structured through a cohesive naming and packaging system, gave the launch strategy a clear foundation, allowing new products to enter the market with much greater clarity. The community grew as more women and influencers began following the brand not only as consumers, but as genuine advocates. Toda Up also gained something it had never had before: a network of representatives selling its products.
“We’re so happy and proud of what we’ve built. It was a long-term collaboration, with all of us involved from the very beginning, and the process was such a great experience. Bolden’s work was impeccable and went beyond what we could have imagined or expected. Everyone has been saying great things about the result. It was truly the right decision.”
“We’re so happy and proud of what we’ve built. It was a long-term collaboration, with all of us involved from the very beginning, and the process was such a great experience. Bolden’s work was impeccable and went beyond what we could have imagined or expected. Everyone has been saying great things about the result. It was truly the right decision.”
Raíssa, CEO