The visual identity of CASA LUMIAR was developed to reflect the purpose of space: to be a refuge of reconnection, introspection and spiritual expansion, surrounded by the serenity of the Mantiqueira mountain range, in São Paulo. The visual proposal seeks to convey the values that support the experience of the house.
Casa Lumiar
A SPACE DEDICATED TO SPIRITUALITY AND SELF-KNOWLEDGE
The central concept of the project was the “light that nourishes.” The name LUMIAR guided the creation of the main symbol: its ascending branches, which unfold in human forms, represent the inner growth and integration between body, mind and spirit. The mountains show their location in the heart of the mountain range, while the circular shape reinforces the life cycle.
COLOR PALETTE
The color palette transits between moss green and brown, bringing sensations of calm and connection with the land. This chromatic choice dialogues with the natural landscape that surrounds CASA LUMIAR and with the proposal of a simpler and more conscious living.
These natural and earthy colors communicate an environment connected to the rhythm of nature, ideal for those seeking an interior reconnection. The slight gradient in the symbol reinforces the transition between shadow and light, a process of spiritual awakening that the LUMIAR HOUSE proposes.
TYPOGRAPHY
The word CASA (HOUSE) uses a non-serif font. An important detail is the cutouts applied in some letters, which work as visual breaths. They refer to the idea of passages, such as windows or portals, aligning themselves with the concept of a place that invites introspection.
The word LUMIAR, in bold, “anchors” the composition. The combination between the two styles visually expresses the duality that the place proposes: silence and revelation, root and light.
The visual identity of CASA LUMIAR immediately communicates its value proposition. It is an invitation to a journey of transformation, balance and welcome, positioning the brand as an ideal destination for those seeking peace and inner growth.
CLIENT/YEAR:
José Paulo Saraiva, 2023
PROJECTS:
Visual identity creation
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LOCATION:
São Paulo | Brazil