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Fresh out of the oven: Heni, an açaí brand from Belém.
The challenge was regionality. Heni takes açaí from Pará to the rest of Brazil, and the brand had to carry the place with it. But how do you do that without living in a state with a culture as rich as Pará's? That's where we started.
We did a full immersion and spent a long time studying the region: its natural landscape, its food, what people consume and what they love. Every decision in the identity came from there.
The royal blue comes from the flag of Belém, with açaí purple beside it. The logotype is lettered by hand, and the H was drawn only for Heni. The supporting texture is built from traces of Pará's culture.
The hand-lettered Heni logotype is gorgeous. Drawing the H specifically for the brand is the kind of decision that makes an identity feel alive, and the royal blue from Belem's flag carrying acai purple beside it is such a thoughtful regional anchor. Was the immersion trip what...
Thanks, Timothy! The immersion came first, and it was more study than trip: a long time digging into the region, its landscape, its food and what people there actually love. The flag blue came out of that, and the purple stayed beside it so it still reads as açaí at a glance....
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