Zavi: A matter of health,
not vanity.
Zavi is born from the dream of a group of young doctors. The motivation is simple: the doctor is not an unreachable being and the client’s experience is fundamental to build connections. Medical aesthetics can and needs to be done with maximum technical qualification; it is a matter of health, not vanity. Far beyond stereotypes; far beyond exaggerated facial harmonizations, but with the awareness that one’s own image is fundamental to the balance of health and well-being.
The main question raised in the diagnosis was: how do we belong to the segment while standing out? This is not such an obvious question. The clichés of the visual universe of the segment treat high standards of technical delivery as “luxury”; this practice creates a visual universe that uses gold, large chandeliers and neoclassical architecture as a standard in many cases. It was clear that this was not the brand’s desire for perception.
Naming
Verbal Identity
Visual Identity
Timeless/
Health/Science+Sensibility
Saúde/Santé/Cheers ↩
Salute/Savvy
Zavi
An ode to health made with science and sensibility, starting with the name.
We can be whole and present in our own lives: “Take care of yourself entirely” is the synthesis of the brand’s vision. Uniting science and sensibility to make aesthetic medicine led to the construction of an invented name that says everything about the brand: Saúde, Santé, Savvy = Zavi.
A short name, with a strong and distinctive sound – far from the more obvious ways, with last names or words that refer to sophistication in a literal way (e.g. Sofisticato, Eleganza).
The intention is to talk about the subject to a wider public. From teenagers with hormonal disorders and acne, men with baldness, women caring for themselves during pregnancy, elderly women caring for varicose veins. We understood a brand essence that would make it possible to go beyond the stereotypes, being perceived as something of added value without reproducing the commonplace of the segment.
Science
DNA
Biomimetics
Movement
Longevity
The brand’s visual language has a photographic style designed for real people, with different skin colors, without excessive treatment. It’s okay to have freckles and wrinkles; the slightly saturated photo suggests environments with natural light and life outside the offices.
The logo is the most conservative (if isolated) element of the language and was custom designed to translate something that could confer ‘trustworthiness’ to the group’s young physicians. As a symbol, the “Z” receives layers of abstraction that unite the Z with the graphic synthesis of DNA, functioning as a living element in the animations.
Present in everything from the fitness T-shirts that a 70 year old gentleman can wear for a walk, to Off-White’s sneaker collections, to one of Billie Eilish’s hair versions: neon yellow is the color of the brand. The intention is to use it as an element of connection for different audiences and of high distinction for the brand. Be it in a string that closes a package or in the details of the signage.
Thiago Perez, Co-Founder of Zavi
“Their approach phenomenal; we had the opportunity to engage in deep processes until our brand came to life”
