A fluid visual identity created for “Sampa”, a concept coffee brand based in São Paulo, Brazil. I was in charge of researching, conceptualizing, and developing the project, as it was my Senior Project, I carried out the whole project.
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The system aims to portray the diversity of the over 20 million people living in São Paulo, which I believe to be the core essence of such a large city, that serves as a junction point for so many, coming from all over the country and world. The fluid system was created so that the main mark can take many forms, as the face designs along with the nonrepresentational shape that goes with it are interchanged to create an endless possibility for combinations. Using the icon of a human face, in a very simplified manner, allows each icon to resonate with a larger audience, making each design englobe various groups of people. This gives the brand the inclusivity of the city of São Paulo, which I strived for.