Services: Art Direction, Branding, Typography, and Packaging.
Location: Espírito Santo, Brazil
Date: January 31, 2018
Ulisses Cardoso is a retired architect who spends most of his time at his farm located in the countryside of Espírito Santo, in Santa Teresa, Brazil and he approached me to direct the branding and packaging projects for his farm and its products. As himself puts it, he spends most of his time there because the countryside has the same effect as water does to the human organism: it refreshes his soul and mind as well as lifts his spirit. Also, this year, he is opening his farm to the public as a way to foster local economy and natural beauty and will be selling natural juices from the fruit trees grown in his lands.
My approach was based on freshness, water, and land that was eventually employed into the color palette, typography, and grid. For the visual identity, I designed a custom typeface that reflects ownership as well as friendliness that could be dynamic, yet modern and classical, providing the whole picture with a countryside accent. The packaging was designed to let the juices stand out, and reflect the quality of Mr. Cardoso's products. Mr. Cardoso and I also came up with the naming, and we decided that it'd be separated: Santo Ulisses 1925 for his farm, and just Santo Ulisses for his products.
Photos by Fedrik Ohlander, Andrew Neel, Andy Omvik, Tim Mossholder, and Trent Hancock.