Vovó Mineira

The warmth of homemade food, expressed through design.

Overview

Vovó Mineira is a restaurant in Curitiba, Brazil, celebrating the comforting flavors of Minas Gerais cuisine. The visual identity translates that connection to home cooking into a warm, distinctive brand, bringing together familiar food, a welcoming personality, and a contemporary visual language.

The Challenge

Express the affection and tradition associated with homemade meals while creating a cohesive identity for packaging, menus, and digital communication. The brand needed to feel familiar and approachable, with enough character to stand out.

My Role

Brand identity design, creative direction, typography and color selection, visual system development, and exploration of brand applications.

Creative Direction

The concept centers on the grandmother as a symbol of care, hospitality, and shared meals. Her smiling expression gives the brand a human presence, while the combination of expressive typography and earthy colors connects it to the warmth of a traditional kitchen.

Visual Identity

The grandmother illustration anchors the identity. Round glasses, a hair bun, and a welcoming smile create a recognizable silhouette, paired with a bold serif wordmark. Together, they establish a balance between personal warmth and a confident brand presence.

Typography & Color

Maghelia brings character through its expressive curves and contrasting strokes. Breuer provides a clear, condensed companion for supporting information. Orange adds energy and appetite, while chocolate brown, ochre, and beige evoke coffee, rustic materials, and the golden tones of homemade food.

Visual System

The system combines flexible logo variations, generous typography, simple color fields, and close-up food photography. Sticker-style treatments introduce a playful touch, while clean compositions keep the food and brand at the center of attention.

Brand Applications

Packaging, paper bags, cups, menus, and digital layouts explore how the identity works across the restaurant experience. Kraft textures and restrained color accents carry the same welcoming character from a takeaway meal to an online presentation.

Outcome

A cohesive visual identity that gives Vovó Mineira a recognizable personality rooted in care and culinary tradition. The system creates a consistent foundation for presenting the restaurant across physical and digital touchpoints.

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