Cayumas
Information about Cayumas
APPROACH
Cayumas is a handcrafted footwear and lifestyle brand born from the personal universe of Ana, its founder, and reflects her way of being in the world: with calm, authenticity, and respect for things well made. Cayumas is a way of life that champions an aesthetic that is not consumerist but contemplative. A project that aspires to celebrate authentic beauty—the kind that doesn’t shout or flicker, but endures over time.
CHALLENGE
The main challenge was to evolve Cayumas from a product brand into a brand with a broader, more aspirational, and more enduring imaginary. The transformation had to respect its artisanal and emotional essence while giving it a clearer strategy, a more recognizable identity, and a deeper narrative. Its way of making and of being had to be translated into a coherent, differentiated brand experience, capable of connecting with a global community that values simple beauty, calm, and care in the details .
SOLUTION
Baud worked with Cayumas to redefine its brand strategy and build a more aspirational, coherent and enduring identity. Drawing on a deep understanding of its essence, we developed a clear narrative, a more refined visual identity and a brand experience that connects on an emotional and sensory level. A complete transformation of the Cayumas universe, reinforcing the brand’s imagery and expanding its capacity to inspire, stand out and grow without losing authenticity.
Cayumas' new strategy is based on a clear conviction: in a fast-paced world, beauty is found in the pause. Cayumas does not compete for attention, but cultivates deep relationships based on authenticity, serenity and respect. The brand evolves towards a more emotional and conscious territory, connecting with people who value the simple, the well-made and what remains.
As part of the new visual identity, the following have been created patterns in collaboration with Andrea Carandini. A graphic exercise that interprets the Cayumas universe from the calm, beauty and artisanal sensitivity.
The Cayumas brand experience moves away from consumer codes to build an imaginary of its own. Every point of contact, from the product design to the tone of voice, has been worked to transmit a way of being in the world: natural, honest, without artifice. Cayumas invites you to discover, to enter a space where everything is cared for and makes sense.
Cayumas has established itself as a relevant brand, with a unique proposal that has naturally connected with fashion and cultural references. Its timeless style, its artisanal look and its way of understanding beauty have attracted a demanding, discreet and authentic community. A brand that does not seek trends, but inspires.
