This visual identity project was developed for the PADARIA DO MERCADO, an establishment located in the heart of the Public Market of Porto Alegre, Rio Grande do Sul, Brazil. As its audience is quite varied – from the executive to the tourist, from the quick work meetings to the breakfast with the family – the challenge was to create a logo that reflected this duality, evoking both the quality of the bakery products and the connection with the cultural and commercial environment of the Public Market.
Padaria do Mercado
OVER 60 YEARS IN THE MARKET
As I followed the past briefing, I sought references focusing on the bread, flagship of the place. As other products are also produced, such as cakes and savory snacks, I went to the ingredient common to all: wheat. To reinforce the concept of artisanal production, I decided to use a handwriting font, suggesting a continuous production process and the manual dedication involved in baking.
COLOR PALETTE
The choice of colors is also strategic: the dark brown color, used for the word PADARIA (BAKERY) evokes the color of the crust of freshly baked bread, coffee and other traditional elements of a bakery, conveying a sense of comfort and appetite.
The warmer tones, such as the vibrant yellow of MERCADO (MARKET), give contrast, warmth and prominence to the name, situating the bakery geographically and culturally in the heart of the city.
TYPOGRAPHY
One of the details I developed was the wheat cob integrated into the letter D of PADARIA. I chose this icon for its universal symbolism in baking.
Below the word PADARIA, I inserted a horizontal rectangle where the words DO MERCADO appear in negative, with a no-serif and easy-to-read typography. I chose for this purposeful contrast in order to seek a visual balance between the artisanal and the contemporary, two qualities that reflect the essence of the brand.
The visual identity project of PADARIA DO MERCADO has resulted in a logo that goes beyond simply representing the name of the business; it tells a story and translates the values of the brand. I worked with the combination of typographic and symbolic elements to create an identity designed to attract and retain an audience that values quality and authenticity.
Concluding this project was like baking the perfect bread: it required attention on every detail. I was very happy to have contributed to a design that strengthened the ties between tradition, quality and proximity to its audience.
CLIENT/YEAR:
Graziela Brazil, 2019
PROJECTS:
Visual identity creation
Packaging, prints, website
LOCATION:
Porto Alegre | Brazil