VIRO BRAND
Branding | Concept | Art Direction
WHAT
Viro is a brand of connected, retractable rollerskates that convert into modern sneakers, designed for urban and modern explorers. The name plays on the idea of “virage” (turn/curve) — a fluid movement, free from constraints or imposed paths. The brand turns every journey, encounter, and destination into an opportunity for learning and self-growth.
WHY
Viro targets people seeking soft, practical mobility, who travel both for the spirit of it and out of necessity. Its tagline “Voyage à chaque virage” (“A journey at every turn”) is a call to urban adventure.
The brand champions:
- Daily learning and discovery through its ViroGo app
- Enlightened curiosity toward the city and its encounters
- Dynamism and good vibes against everyday routine
BRANDING & ART DIRECTION
Iconography: fluid lines with no right angles, reflecting the total freedom of movement inherent to rollerskating. Rounded shapes and modular color overlaps convey the brand’s visual flexibility.
Color palette: inspired by 80s-90s pop aesthetics, featuring interchangeable tones (red, blue, green, white, and black.
Typography: a font that “tells stories of turns and draws connections” – symbolizing community and connection
Logo: use the codes of digital applications but with a reminder of the turns on the R
VIROGO
The app includes several features:
- Daily goal tracking and challenges
- Promotional offers
- Trophies/rewards and leaderboards with friends
- Events and news updates
COMMUNICATION CAMPAIGN
- Bold advertising visuals (colorful backgrounds, dynamic diagonals) with slogans playing on the “virage” and the adventure theme: “Encore plus de virages!”, “Rouler, Vibrer, Connecter”.
- Graphic cards/supports highlighting encounters and conviviality (“Des rencontres et des roulettes”).
- A pop, energetic, youthful tone consistent with the 80s-90s vintage aesthetic, targeting a dynamic audience interested in performance and urban community life.
- Convenient packaging for taking your Viro’s wherever you go
Marco Henriques Costa & Anna Capelle – ECV 2025
