Delícias Caseiras
Logo modernisation for a family breakfast business.
Context
A family business in Paraopeba, Brazil, specialising in breakfast. A family brand carries something agencies tend to handle badly: affection. Customers recognise that drawing, they associate a flavour and a history with it, and that has commercial value.
Challenge
Modernising a family brand is a fine line. Erase too much and you destroy recognition that took years to build. Touch too little and the original problem is still there. On top of that there was a practical side: the old drawing behaved badly in exactly the applications the business uses most today, packaging and social posts.
Solution
I treated it as a restoration. I identified which elements of the old drawing carried the recognition and kept those. I rebuilt what got in the way: proportion, legibility at small sizes, and the complete absence of a system around the logo.
Palette and typography were chosen with food in mind, using colour that flatters the product in a photo instead of fighting it. I delivered ready-made applications for packaging and social, which is where the brand lives every day.
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