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The Brazilian Ethos Of Self-Care Is At The 'Center' Of Skincare Line Gente

by Rudy Sanchez on 09/28/2022 | 3 Minute Read

The mere mention of Brazil conjures up images of folks playing soccer, elaborate Carnival parades, and throngs in thongs sunbathing on the beach. Being comfortable in skimpy swimsuits in a large public gathering isn’t limited to lingerie models; Brazilians come in all colors, shapes, and sizes and find enough pride in the care they give their skin to flaunt it.

New skincare brand Gente is made from Brazilian ingredients and carries on in that spirit of keeping one’s skin well-cared for, on point, and beach ready. Gente has two products, Bye Bye Cellulite, designed to reduce the appearance of cellulite, and Lymphatic Drainage Effect, which promises softer and tighter skin while eliminating excess water retention.

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The brand tapped Brooklyn-based Center to create its strategy, branding, packaging, and art direction. While Greenpoint is a long way from Rio, Center worked closely with Gente’s Brazilian founders, Marianne Fonseca and Nathalia Maia, to ensure the brand had an authentic feel. Drawing inspiration from Brazil’s deep and rich culture, Center’s team looked to communicate skincare as not only part of an overall wellness routine but also empowerment.

“Our mission was to bring the Brazilian beauty ethos of self-care as an expression of self-love to the American market,” said Alex Center, founder of Center. “We want to inspire self-acceptance and empower women to feel beautiful in their skin and live their most vibrant lives.”

“Gente is for everybody, and it exists to accept and celebrate all people, not just those that conform to a particular standard of beauty,” Center added. “When you're taking care of your body and treating your skin with intention, you'll want to show it off. This belief is at the heart of the Brazilian ethos; it’s why you see so many people of all different backgrounds and sizes flaunting their bodies on the beaches and streets of Brazil." 

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The branding and design company wanted the skincare upstart to champion that idea at its core and help spread that attitude to the rest of the world. Emphasizing Brazilian culture, Center went with bright, eye-catching colors throughout the brand, from packaging to what little clothing models are wearing in photography. Gente’s brand identity exudes and inspires sexiness that comes with confidence.

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Center also looked beyond the Brazilian bodies on the beach for Gente’s visual identity. Gente includes several nods to Brazil’s natural beauty and architecture. Shapes and patterns found in some of Brazil’s most famous beaches appear throughout Gente’s visual identity.

“The logo and the graphic treatments used throughout the brand were inspired by the famous tiled sidewalks of the Copacabana and Ipanema neighborhoods in Rio de Janeiro,” Alex explained. “The country is a melting pot, and we wanted to capture this through photography and art direction. The color, the attitude, the natural landscape, the fashion, the music, the architecture, the flavors, the environment, the spirit, and the people were our inspiration.”

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Tying skincare to self-care and overall wellness trends has always been the name of the game, but it doesn't need to look so flat and clinical, and Center gives a big, green boost to a brand that wants to bring a little bit of Brazil to the space, and all are welcome to come along for the ride.

Photographer - LufreeVideographer - Carlos QueirozMake and Hair - Rodrigo CostaStyling - Carlos Esser


Images courtesy of Center.