Street fairs are a significant part of Brazilian culture. Typically held on Sundays, though not exclusively, they are a part of millions of people’s routines. Feira Mais, a brand drawing inspiration from this vibrant cultural phenomenon. Its mission is to capture the essence of Brazilian street fairs in its kiosks. Equally important is its signature product: a unique take on the pastel, a special version of pastel, a snack that is also a Brazilian icon.
But what forms this spirit by which Feira Mais is inspired? It's all about the joy, the colors, visual patterns, abundant food, cheerful communication. As expected, then, a huge part of the project was dedicated to diving into the fairs' culture seeking, at the same time, creating something new and paying homage to what inspired the brand.
Put that all together, and we have a brand that is asking itself the question of what it means to be Brazilian. Obviously, there is no objective (or singular) answer to this, but our solution was picturing “brazilianness” as a joyful, humorous spirit, and proud of its traditions. Although inspired by traditions, Feira Mais has its own innovation.The brand promises that their pastel is perfect as an everyday snack. Contrasting with the idea of a classic weekend indulgence of deep-fried pastel, Feira Mais offers a balanced alternative.
Balance is a concept we also applied to the brand's visuals. The color and type palettes are not literal translations of street fairs' universe, rather, they play with this reference, but in a sober tone. The stencil typeface echoes the vernacular styles common at street fairs, while other fonts elegantly handle different layers of communication.
Hi-Lo
Blending high fashion with casual wear
Short for high-low, it is a term that can fit into several categories: we can say that it is a style, a behavior or even a way of thinking. Its most common use is in the fashion world, where hi-lo means a mix of high fashion pieces with more casual pieces. Kinda like pairing a designer jacket with tennis shoes, got it? But Hi-Lo is more than the clothes you wear. It is also combining street fair with a design eye. It’s branding the unbrandable “pastel de feira”. And this makes perfect sense for Feira Mais. Because you gotta be a little frivolous to risk these combinations, right?
New brazilianness
Brazilianism with freedom to do what you want
"New brazilianness" is the name we give to the attitude of decavucing Brazil's traditional cultural objects and taking them to new places. It’s about respecting tradition but also playing with it a little. Rediscover architectures from our history, give new meaning to classic images, tinker with already established iconography. Basically, in the end, new brazilianness means not paying much attention to this story of a Brazilianness with a pre-defined meaning. In other words, it means understanding that our culture is whatever we want to do with it.
Creative Direction
Rodrigo Saiani and Gabriela Fiks
Strategy
Gabriela Fiks, Rodrigo Saiani and Valter Costa
Graphic Design
Aline Caruso, Ana Laura Ferraz, Carlos Mignot, Gabriel Mesoma, Gabriela Fiks, Rodrigo Saiani and Valter Costa
Photography
Firma Criadores
Architecture
Gruna Arquitetura