CLIENT
Perlytas is a women’s fashion brand with an e-commerce platform, founded by Perla Vatiero.
The brand was created with the aim of transforming fashion into an accessible and recognizable experience, designed to make every woman feel unique in her everyday life.
Over time, Perlytas has built a large and loyal community, establishing itself as a recognizable player within the Italian online fast fashion market.
ASSIGNMENT
The goal of the project was to guide Perlytas through a natural phase of brand evolution, redesigning its visual identity to make it more mature, coherent, and aligned with the brand’s growth.
The restyling needed to:
– strengthen brand positioning;
– improve visual recognition across digital channels;
– build a more structured visual system;
– support a more confident and iconic communication.
The project was developed in 2025 in preparation for the official launch of the new identity in 2026.
BRAND ANALYSIS – BEFORE
The previous Visual Identity of Perlytas was primarily built around the brand name, supported by a fresh and positive visual language expressed through soft shapes, a pastel color palette, and the payoff “Wear Happiness.”
While consistent with the brand’s early stage, this system revealed its limits over time.
The absence of a standalone visual mark, capable of living independently from the naming and traveling effectively across different touchpoints, made the identity less flexible and less recognizable in an increasingly competitive digital environment.
As the brand grew and its positioning evolved, the need for a more solid, structured, and iconic visual system became evident.
CREATIVE & VISUAL CONCEPT
The new concept was developed to transform Perlytas into a more confident and recognizable brand, without losing its accessibility.
The rebranding is based on clear key values:
– iconic;
– confident;
– contemporary;
– feminine (non-romantic).
The new payoff “Feel Iconic” replaces “Wear Happiness”, marking a shift in perspective: no longer just an emotion tied to the moment, but a strong, aspirational sense of identity.
VISUAL IDENTITY SYSTEM
The new Brand Identity was designed as a complete, coherent, and scalable visual system, capable of adapting to all brand touchpoints.
A central element of the project is the introduction of a standalone visual mark, created to strengthen brand recognition and function independently from the naming.
The system is built through:
– clean, bold, and contemporary typography;
– a refined balance between solid and empty spaces;
– a more mature and structured color palette;
– an essential yet distinctive visual language.
Each element was designed to improve clarity, consistency, and impact across e-commerce, social media, and communication materials.
COMMUNICATION & TEASING
The launch of the new identity was supported by a strategic communication phase designed to prepare the community for change, without immediately revealing the new visual system.
This phase introduced new aesthetic codes gradually through:
– teaser content with a minimal and mysterious tone;
– subtle visual changes across social media and the website;
– suspended, non-explicit messaging.
The goal was to build anticipation, engagement, and curiosity, guiding the audience toward the new identity in a natural and coherent way.
OUTCOME
The Perlytas restyling represents a key milestone in the brand’s growth journey.
A visual evolution that introduces greater structure, awareness, and iconic presence – preparing the brand for a new phase of development.
An identity designed to support more mature communication strategies, future collections, and an even stronger relationship with its community.
Agency: Sette Views
Associate Creative Director: Simona Masiello
Designer: Antonietta Padovano
YEAR / 2025
