How to create the identity of Brazil’s first luxury fashion brands Holding Company? The brand needed to define positioning, name, tone of voice and visual identity. The positioning captures the essence of its founder, Patricia Bonaldi. Its greatest feature is to give form and functionality to everything. "Nohda" is the union of form and functionality, in Japanese. Visually, the knitting machine was the inspiration – the warp represents the rational side of the business, the Holding; the weft is the creative side, the freedom for the brands to freely express themselves. Nohda, after only one year of existence, already has five luxury brands.