![Brand Design branding foodhall market pictogram praça wayfinding brand identity logo visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/1400/5097d4141693313.63461db610e6d.jpg)
Mercado Paralelo
Branding: Strategy, Naming, Visual Identity, Graphic Design, Wayfinding Design.
Porto Alegre, Brasil, 2021.
O Mercado Paralelo surgiu da vontade de criar uma alternativa para o jeito habitual de consumir e viver a gastronomia. A partir dessa premissa, o trabalho de branding explora o conceito paralelo dentro do imaginário de um "novo ponto de vista". No visual, há uma quebra com o normativo, onde "linhas paralelas" criam um plano tridimensional, como um universo paralelo, trazendo novos mundos por trás do conceito básico. O projeto provoca um olhar por outro ângulo, traz um conceito novo à cidade mas, paralelamente, acena ao passado, remetendo aos antigos mercadões que disponibilizavam de diversas opções ao público em um só lugar. O espaço se materializa em um antigo espaço da capital gaúcha, que passa a ser encarado de outra forma e ganha uma nova vida, trazendo diversas interações gráficas que transpõem o público ao conceito central do projeto.
Mercado Paralelo emerged from the desire to create an alternative to the usual way of consuming and experiencing gastronomy. From this premise, the branding work explores the parallel concept within the imaginary of a "new point of view". In the visual, there is a break with the normative, "parallel lines" create a three-dimensional layout, like a parallel universe, bringing new worlds behind the basic concept. The project provokes a look from another angle; it brings a new concept to the city, but at the same time it nods to the past, referring to old markets that offered different options to the community all in one space. The place materializes in an old open-mall of the city, being now seen in a different way and with a new life, bringing several graphic interactions that transpose the audience to the central concept of the project.
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S T U D I O B A H ® 2021
Creative Director: Felipe B. Amaral
Strategy Director: Natália Athayde Porto
Strategy Team: Bianca Groff, Luiza Protas
Naming: Felipe B. Amaral, Natália Athayde Porto
Design Team: Bianca Groff, Pedro Kaiser, Ricardo Franco
Typography: Fabio Haag Type
Motion: Renan Stein, Ricardo Franco
3D: Ricardo Franco
Photography: Ricardo Jaeger, Roberta Gewehr
Architecture: Mottin Beck Arquitetura
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Awards
Brasil Design Awards 2022 - Silver Medal - Brand Design
![Brand Design branding foodhall market pictogram praça wayfinding brand identity logo visual identity](https://mir-s3-cdn-cf.behance.net/project_modules/max_1200/97a1da141693313.637ce766c4b78.gif)