Feira Mais branding and visual identity
Street fairs in Brazil are a huge deal. Typically held on (but not limited to) Sundays, they are a part of millions of people’s routines. Feira Mais is a brand inspired by this cultural phenomenon. Its purpose is to encapsulate the spirit of Brazilian fairs on their kiosks. No less important is its product, a special version of pastel, a snack that is also a Brazilian icon.
But what forms this spirit by which Feira Mais is inspired? It’s all about the joy, the colors, visual patterns, abundant food, cheerful communication. As expected, then, a huge part of the project was dedicated to diving into the fairs’ culture seeking, at the same time, creating something new and paying homage to what inspired the brand.
Put that all together, and we have a brand that is asking itself the question of what it means to be Brazilian. Obviously, there is no objective (or singular) answer to this, but our solution was picturing “Brazilianness” as a joyful, humorous spirit, and proud of its traditions.
Although inspired by traditions, Feira Mais has its own innovation. The brand’s promise is that their pastel is made for being a everyday snack. While the classic pastel is considered a deep-fried indulgence for weekends, Feira Mais created a balanced variant of it.
Balance is a concept we also applied to the brand’s visuals. The color and type palettes are not literal translations of street fairs’ universe. They rather play with this reference, but in a sober tone. The stencil type refers to a vernacular composition usually found on street fairs, while other fonts take care other communication layers with elegance.
Rodrigo Saiani comments on the typography:
The concept of hi-lo is fundamental to understand the type choice for this project. Short for high-low, it is a term that can fit into several categories: we can say that it is a style, a behavior or even a way of thinking. Its most common use is in the fashion world, where hi-lo means a mix of high fashion pieces with more casual pieces. Like wearing a tennis suit, you know? But hi-lo is much more than the clothes you wear. Hi-lo is also combining fair with design, it’s putting branding on pastel. That’s why this concept makes perfect sense for this brand. Because you have to be a little frivolous to risk these combinations, right?
Dapifer, designed by Joshua Darden, delivers on many levels: it has a certain informality in tradional shapes, has a Stencil style that fits the Brazilian street fair references so well that it seems to be made for it.
Creative direction: Rodrigo Saiani and Gabriela Fiks
Strategy: Gabriela Fiks, Rodrigo Saiani and Valter Costa
Graphic design: Aline Caruso, Ana Laura Ferraz, Carlos Mignot, Gabriel Mesoma, Gabriela Fiks, Rodrigo Saiani and Valter Costa
Photography: Firma Criadores
Architecture: Gruna Arquitetura
