Until 1994 Havaianas was a one-product brand that failed to resonate with consumers. This started to change with a new positioning in the 2000’s and incremental innovations that followed. In the search for “what’s next?”, the brand established in 2010 an in-house innovation department with product design as the driving force to turn Havaianas into a culturally-relevant lifestyle brand. The following slides show our design process and some key innovations that helped stretch the brand into the future.
