Inspired by traditional Japanese flip-flops and adapted to Brazil’s tropical lifestyle, Havaianas began nearly 60 years ago as a comfortable, durable, and affordable rubber sandal.
For over 30 years, it was a Brazilian wardrobe staple until the launch of the iconic Havaianas Top—solid-colored flip-flops that redefined the brand.
Since then, Havaianas has evolved into a fashion icon, recognized for its playful ads and strong connection to Brazilian culture, leading to global expansion.
Guided by the idea of freedom, research revealed that Havaianas was seen as a symbol of liberation. The brand’s personality was defined as free-spirited, fun, colorful, empathetic, and collaborative, with a powerful purpose: Havaianas exists to set you free.
The goal was to create a unified global visual identity, amplifying iconic elements like rainbow colors and the rice grain pattern on the sole, to build a vibrant, sensory brand experience that adapts to various collaborations.
