The academic proposal of this work was to develop a visual identity project for a business that represented the one region of Brazil. Through brainstorming, characterization diagrams, semantic and iconographic panels a concept was developed: freshness of modernity in the traditional city.
THE MYTH OF PERSEPHONE
This myth explains the cycle of the harvest. Persephone, the goddess of fruits, was abducted by Hades, the god of the underworld, because of her beauty. As a result, she spent half of the year on Mount Olympus with her mother, the goddess of the seasons, bringing spring and summer. The other half was spent in the world of the dead, where she became darker and brought autumn and winter.
Beyond beautifully representing the cycle and nobility of the coffee harvest, this Greek myth also conveys the idea of duality. It creates a connection between people from different backgrounds through a story that has been recognized and respected around the world for centuries.
Perséfone is the result of a collection of data from the Brazil southeast region. The visual identity is inserted in a context of great contrasts that brings the unity and originality of São Paulo. A city that at the same time is so populous, but manages to be totally individual; a multicultural place that can be unique in the world; is almost 500 years old, but still manages to be one of the most innovative and modern cities.
Coffee was the product chosen for passing these contrasting characteristics: it has its warmth still with its strong bitter taste and its dark color; is so popular in the world, but it is unique in every cup.
*The project was developed with Italo Barbosa.
