Br/Bauen is a brazil-based design studio in which the approach to design is a constant construction process. We believe in the creative development of solid visual concepts as a translation of values, focused firmly on the messages to be transmitted.
This is more than just a visual identity design project. Invited by Enredo Brand Strategies, BR/BAUEN Studio developed every part of the Brand’s Visual Identity to accompany a complex and detailed brand repositioning project. Enredo, led by Ciro Ribeiro Rocha and Pedro Lelis, was responsible for all the research and a new strategy that would incorporate the eatery. To translate these concepts into something tangible like the design of a visual identity, for that, BR/BAUEN was hired. Tia Joana (aunt Joanne) is a eatery located at the Center-East Region of Brazil, it was founded in 1961 it bears to this day all emotional charge and tradition of its founder, the nice Mrs.Joana, however, its visual identity is lost and does not reflect its beautiful history. We wanted to reflect on the brand and on its applications all aspects of the emotional history the eatery provided us. No part of this project is the result of fortuity; the main concept is based on the feeling of being in another era, as we researched on techniques and artistic styles present in the years in between 1950 and 1970, within the possibilities available, we tried reproducing those tecniques and styles so that the sensory goal could be achieved.