The Challenge
Amaro was widely perceived as expensive and inaccessible — despite offering high-quality products at fair prices. The challenge was not to lower prices or offer discounts, but to reshape perceived value and invite new consumers to experience the brand.

The Approach
Grounded in Bain’s Elements of Value framework, I analyzed Amaro’s symbolic, emotional, and functional benefits in comparison to key competitors (Zara, Farm, Animale, Youcom). Through this strategic lens, I identified an opportunity to increase perceived value via branded content — specifically, a podcast product.

The Concept
I developed Glow, a podcast designed for ambitious, modern women balancing career, wellness, and personal growth. The naming system leveraged a visual pun — Glow and Grow — to reflect transformation. Sub-brands like Glow Yoga at Your Desk and Glow Getter expanded the product’s versatility and narrative range.

To anchor the brand in real cultural relevance, I proposed Manu Gavassi as the podcast host — a figure who embodies sophistication, humor, and self-awareness. Her presence would instantly signal alignment with the audience’s values and elevate the emotional appeal of the campaign.

Design Choices
Respecting Amaro’s visual identity, I maintained brand colors and typography while introducing Electric Yellow to convey clarity, vitality, and attention. The imagery and interface reflected a refined, modern femininity. The brand system was built to scale: from Spotify UI to social rollouts.

Result
This case study reflects my ability to connect strategic thinking, visual identity, naming, and branded product design into a cohesive and emotionally intelligent outcome — all delivered under the pressure of a design sprint timeline.