Concept
With this starting point, we went looking for external references that will add new elements to the project, serving as a visual guideline for the development of the new identity.
The typography is inspired by living together, it is written in lowercase, conveying the feeling of a close conversation, at the table at a family lunch.
Project information
Baumazé is a food delivery brand built around the idea of “affective cuisine” — high-quality meals delivered with the feeling of a shared lunch among friends and family.
I led this project end-to-end — starting with strategic analysis of the existing brand positioning and visual system, and moving through concept development, creative direction, and final brand delivery. By understanding Baumazé’s emotional purpose and category context, I defined a strategic framework that guided the visual language to express warmth, connection, and sensory pleasure.
Grounded in that strategic foundation, I crafted a cohesive identity system including the custom logotype, expressive typography choice, character-driven graphic language, and a comprehensive brand book to ensure consistent implementation. Each element — from type to tone — was intentionally designed to communicate the feeling of togetherness and affective meals, reinforcing the brand’s emotional positioning in every touchpoint.
The resulting identity supports Baumazé’s goal of creating deep emotional connections with its audience — visually translating the brand’s purpose of hospitality and shared experience into a memorable, tactile, and human brand presence.
Outcome
Brand Strategy, Brand Design, Packaging Design, Positioning, Creative Direction, Visual Identity & Brand Guidelines
Baumazé is a food delivery brand built around the idea of “affective cuisine” — high-quality meals delivered with the feeling of a shared lunch among friends and family.
I led this project end-to-end — starting with strategic analysis of the existing brand positioning and visual system, and moving through concept development, creative direction, and final brand delivery. By understanding Baumazé’s emotional purpose and category context, I defined a strategic framework that guided the visual language to express warmth, connection, and sensory pleasure.
Grounded in that strategic foundation, I crafted a cohesive identity system including the custom logotype, expressive typography choice, character-driven graphic language, and a comprehensive brand book to ensure consistent implementation. Each element — from type to tone — was intentionally designed to communicate the feeling of togetherness and affective meals, reinforcing the brand’s emotional positioning in every touchpoint.
The resulting identity supports Baumazé’s goal of creating deep emotional connections with its audience — visually translating the brand’s purpose of hospitality and shared experience into a memorable, tactile, and human brand presence.
Outcome
Brand Strategy, Brand Design, Packaging Design, Positioning, Creative Direction, Visual Identity & Brand Guidelines
João Pessoa
Paraíba
Brazil
2021
Paraíba
Brazil
2021
