The "Mercadão da cidade ferroviários" has been on one of Jundiaí's main avenues, offering everything the city needs in one place: fresh products, a fun happy hour to meet friends, live music, and cultural events on weekends.
The Mercadão approached us to find a new brand positioning. The overly corporate identity no longer represented the essence of the establishment, so the challenge was launched: To bring out the essence of the brand with the spirit of Jundiaí.
The first step was to change the name from "Mercadão da Cidade Ferroviários" to "Mercadão da Ferroviários," in order to directly showcase the location and highlight one of the city's most important avenues.
We embarked on a research process to discover the essence of Jundiaí and incorporate it into the brand's personality.
MoodBoard
We selected four main elements to represent the symbol.
Serra do Japi
The Serra do Japi is a small mountain range located in the southeast of the state of São Paulo. With its 354 square kilometers of area, its highest point reaches 1,260 meters above sea level. The Serra do Japi borders four municipalities: Jundiaí, Pirapora do Bom Jesus, Cajamar, and Cabreúva, and boasts a large number of plant and animal species.
The region is a rare remnant of the Atlantic Forest within the state of São Paulo. Its natural beauty, consisting of secondary forests on quartz soil, is worthy of preservation as factors of ecological and climatic balance. Designated as a historic site by CONDEPHAAT through Resolution 11 dated March 8, 1993, and declared a Biosphere Reserve by UNESCO in 1992.
The Jundiaí River lends its name to the city, with "Jundiaí" originating from the Tupi language, meaning "river of the jundiás."
The Santos-Jundiaí Railway
The Santos-Jundiaí Railway (EFSJ), which was known as the São Paulo Railway Company (SPR) from its inauguration in 1867 until 1946, was a railway in the state of São Paulo. It connected the municipality of Santos to Jundiaí, with São Paulo city being a major point along the route.
Jundiaí: The Land of Grapes.
The history of grapes in Jundiaí is quite ancient. In 1669, when the city was just a village, the 1st Registry Office already recorded the sale of grape wine produced in our lands. The Niagara Rosada grape became nationally known in Jundiaí, earning it the title of the Land of Grapes, which was solidified in 1934 with the first Grape Festival, attracting over 100,000 visitors to the city.
The symbol construction
