Térreo

MICE conducted the Strategic Branding project for Térreo, an emerging Brazilian urban fashion brand, from April to July 2024. This project involved a deep and integrated approach, including market research, brand analysis, trend forecasting, and conceptual development to create an authentic and innovative branding platform. Inspired by urban culture and genuine expression, Térreo was positioned as a brand that balances timelessness and contemporaneity.

Through a collaborative effort that combined strategy and creativity, MICE defined the brand's core values — timelessness, genuine expression, and urban echoes — connecting these pillars to its visual, verbal, and behavioral identity.

The project stood out for its ability to translate the nuances of contemporary fashion into sophisticated yet accessible communication, reflecting the essence of Térreo: elegant and versatile fashion capable of engaging with the dynamics of urban life. The deliverable included a strategic mapping that guides the brand in building its market narrative, ensuring relevance and authenticity.