FONDA
services
Brand identity
Print collaterals
Socials
Web design
Photography
Copywriting
Art direction
For Fonda, we didn't just design a brand, we cofounded one. Fonda is a lifestyle and accessories label born out of a partnership between two studios, studiobasil. and Koos Lifestyle. Ann-Sophie and Barbara brought years of experience in visual identity, branding and everything print and digital, while Kathelijn and Sofie brought an eye for beauty, B2B expertise and a deep knowledge of materials and production. Together, the four of us built Fonda from the inside out, shaping its world from the very first sketch to the bag on your shoulder.
the mission
Our goal was to build a brand that felt warm, playful and honest, one that puts the person wearing it, not the product, in the spotlight. We wanted an identity that could carry both bold, main character energy and a quieter story about ethical, considered production. The challenge was making those two sides, the fun and the intention, feel like one voice instead of two, while combining four different characters and skill sets into a single, coherent brand.
the results
We built Fonda's identity around bold, expressive typography as the main visual anchor, paired with a restrained colour palette that lets the products and the words speak for themselves. Every touchpoint, from logo and packaging to product design and the site itself, follows the same modular, consistent structure, so the brand feels recognisable and calm no matter where you meet it. We developed playful icons, a distinct type, colour language and a tone of voice that reads like a good friend, not a brand.
On the product side, we worked hands on with production partners to create the collection itself: recycled nylon bags and accessories, GRS certified and made with full transparency, each piece carrying small imperfections we chose to celebrate rather than hide. From first concept to the label people now shop today, Fonda is proof that when two studios join forces, the result is more than the sum of its parts.
