09 · Gruta da Pamonha
A tradition that becomes a legacy
The owner’s son, who took over the family business, invited me to modernize the brand of Gruta da Pamonha, a corn-products shop in Atibaia, in the countryside of São Paulo, with more than 45 years of history.
Proudly local
The business’s values and challenges needed updating without losing the artisanal appeal of a small countryside shop. The goal was to turn corn and pamonha into cultural symbols while keeping the tradition. The strategy comes down to three ideas: tradition becomes legacy, family becomes bond and nature becomes time.
The system
The brand revisits familiar formats from the company’s history, with new colors and textures that reflect the strategy’s values: culture, legacy, affection and the positive effect of time. Because it is a family brand, the former owners became mascots.
Handmade
The supporting elements come from processes that take time and are done by hand, with a finish that resembles brushstrokes. They celebrate craft and the value of small businesses: the time and energy invested in handwork is what makes the products special.
Deliverables
Research, strategy, logo and variations, posters, mascots, t-shirts, packaging, interior ambience and applications.
Strategy developed in partnership with Nicole Alfieri, a strategist based in São Paulo.
