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In periods of social isolation, we look for new ways to get close to people. The elã coffee shop (@elacafesespeciais) found a striking way and invited me to develop the logo and visual identity of its gastronomic nostalgia project called pavimento. The concept addresses affective memory through a traditionally familiar sweet recipe, the pave.
Proposing a cozy approach, the identity was developed in an intimate language with illustrations based on the concept of naïve art where the forms are loose and almost abstract. The logo composes a calm and serene tone of voice, like someone who speaks with affection. The shape of the pave was incorporated by the letter "e" which serves as a graphic hook for the brand.