Tia Joana
Lanchonete

Aunt Joanne
Eatery
Introduction

This is more than just a visual identity design project. Invited by Enredo Brand Strategies, BrazdePina Studio developed every part of the Brand's Visual Identity to accompany a complex and detailed brand repositioning project.

Enredo Brand Strategies

Enredo, led by Ciro Ribeiro Rocha and Pedro Lelis, was responsible for all the research and a new strategy that would incorporate the eatery. To translate these concepts into something tangible like the design of a visual identity, we from BrazdePina were hired.

Concept

Tia Joana (aunt Joanne) is a eatery located at the Center-East Region of Brazil, it was founded in 1961 it bears to this day all emotional charge and tradition of its founder, the nice Mrs.Joana, however, its visual identity is lost and does not reflect its beautiful history. We wanted to reflect on the brand and on its applications all aspects of the emotional history the eatery provided us. No part of this project is the result of fortuity; the main concept is based on the feeling of being in another era, as we researched on techniques and artistic styles present in the years in between 1950 and 1970, within the possibilities available, we tried reproducing those tecniques and styles so that the sensory goal could be achieved.

Brand Signatures

The logo composition is made up of a spontaneous cursive typography, that in two given moments of its development, sought for inspiration in Mrs.Joana's own handwriting, although its full use was not possible due to legibility. To compose the logotype, we developed supporting elements inspired by the Art Deco style, an emblematic style that composes a major part of the architectural history of the surrounding areas of the eatery. We prepared diverse ways of composing the signature and in this presentation we will be be able to relish them. Read Less