Oriz Charcuterie, proud of our roots. A contemporary smokehouse with a foot in Minas Gerais tradition, which values quality, the manufacturing process and rustic culture. Oriz is a charcuterie that evolves the traditional American BBQ method by bringing the gastronomic tradition of Minas Gerais, attributing originality, legacy and local culture to its production.

The project sought to break the clichés of the segment that dominate the market, avoiding north American vocabulary and that “rock and roll” atmosphere. The objective was to bring Minas Gerais culture as a protagonist to create an identification of gastronomic quality with the local and national public.

The challenge was to develop a brand with personality, which would create a relationship between Minas Gerais and American culture breaking segment clichés’, thus avoiding the aesthetics of the American BBQ.

As a solution, the visual identity was developed from a local perspective, with emphasis on regional inputs, identifying the icons and expressions present in small traditional stores in Minas Gerais. These inputs were translated into the typographic choices, verbal identity and chromatic palette, and so creating a more intimate atmosphere without losing freshness.​​​​​​​

For the construction of the visual identity, we developed a research of the visual and verbal typology present in the local and interior commerce of the 50’s and 60’s, in order to appropriate this narrative, create a memory relationship and present a narrative that represented a BBQ production. made by Brazilians and with local products.