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Identidade Visual Miroh

Miroh! Chocolate Makers

This Branding study included the naming strategy and the visual identity of Miroh! Chocolate Makers

Inspired by the fine arts, Miroh! Chocolate Makers aimed to communicate the exclusivity and differentials of the bean to bar process.

Branding

Naming | The inspiration

Ease of pronunciation inside and outside of Brazil and market differentiation were some of the premises for the naming process of this project. We add to this the training of Chef Ricardo Campos, who made one of his specializations in Barcelona, ​​and the connection with his creative process, which balances modernity and a playful spirit. So came the link with the surrealist artist Joan Miró.
We combined Miró with the interjection “Oh!”, uniting the universe of the Spanish artist with the surprise factor when we taste a delicious chocolate.

Concept | making chocolate is an arty

What do chocolate bean to bar and the fine arts have in common? Both arise from a process that involves a lot of attention and creativity. That’s why we bet on this connection between art and chocolate for Miroh!’s communication.

A common element in Joan Miró’s works was incorporated into the brand: the eye . It refers to cocoa and also represents chef Ricardo Campos’ vision of the bean to bar process.

Click here to check Miroh!’s profile on Instagram

Visual identity | Fluidity, fun and energy

We created a flexible and artistic visual identity. We brought together different styles to add more fluidity, fun and energy to the brand. Stamps and internal communication can be created through the form bank. They were abstracted from different works by Miró as options to compose the visual identity.

Project deliveries:
• Naming;
• Creation of artistic textures for future applications;
• Brand application guide;
• Archive of institutional typographies;
• Document with conceptual guidelines for Miroh!

Planning: Pedro Cizoto 
Art Direction: Ana Paula Megda 
Design: Rafael Busmayer and Fabiana Martins