Oriz Defumados, proud of our roots.
A contemporary smokehouse with a foot in Minas Gerais tradition, which values quality, the manufacturing process and rustic culture.
Branding, visual identity and package.
Belo Horizonte, Minas Gerais. 2021.
Oriz is a charcuterie that evolves the traditional American BBQ method by bringing the gastronomic tradition of Minas Gerais, attributing originality, legacy and local culture to its production.
The project sought to break the clichés of the segment that dominate the market, avoiding north American vocabulary and that "rock and roll" atmosphere. The objective was to bring Minas Gerais culture as a protagonist to create an identification of gastronomic quality with the local and national public..
Cliente: Oriz Defumados
Designers: Eduardo Ouvido e Gustavo Machado
Fotografia: Rafael Motta
Designers: Eduardo Ouvido e Gustavo Machado
Fotografia: Rafael Motta
The intersection of American BBQ and the gastronomic tradition of Minas Gerais.
The challenge was to develop a brand with personality, which would create a relationship between Minas Gerais and American culture breaking segment clichés’, thus avoiding the aesthetics of the American BBQ.
As a solution, the visual identity was developed from a local perspective, with emphasis on regional inputs, identifying the icons and expressions present in small traditional stores in Minas Gerais. These inputs were translated into the typographic choices, verbal identity and chromatic palette, and so creating a more intimate atmosphere without losing freshness.
A proudly regional charcuterie.
