Punto Íntimo
Punto Íntimo is a lingerie and intimate wellbeing shop for women. The brand does not sell garments: it sells permission. We built a bold identity around a single idea —intimate freedom— with a pink and black system, a logotype where a chilli crowns the “Í” of Íntimo, and a visual language that stands with the assurance of a large international chain.
- Brand profile
- Values
- Manifesto
- Concept
- Logotype and mark
- Type system
- Colour palette
- Graphic system
- Packaging and e-commerce
- Labels and hangtags
- Outdoor
- Clothing and bags
Planting a flag in a trade that hides
Intimate wellbeing tends to be communicated under its breath: timid windows, bashful catalogues, everything apologising. Punto Íntimo wanted the opposite — to stand with the presence of a large brand that owns its place, and to address the woman as the protagonist. The brand had to sound sure and aspirational without turning vulgar or timid.
Permission as the product
The manifesto was clear: free the true self, explore without limits, embrace sensuality with confidence. So we designed around the attitude rather than the garment. That is where the chilli comes from: hot, direct, with a second reading. It crowns the “Í” of the logotype and becomes a mouth on outdoor — sensuality said without saying it.
Pink and black, a chilli that says it all
Helvetica Neue in caps, condensed and bold: the tone of a statement, not of a shop window. Sweet Sans Pro orders the detail. Salmon for the warmth, Eerie Black for the edge — no lukewarm greys in between. The chilli is the signature: accent, icon and mouth. The system dresses the packaging like an international retail brand: made to last in the hand and in the memory.
Sweet Sans Pro
The presence of a large brand, the manner of a close one
The system goes down to what matters in intimate retail: the box, the envelope, the bag, the label, the billboard. All of it with the composure of an international chain and the chilli signing every piece. Aspirational in the street, careful on arriving home — a brand that takes its place without asking permission.
