Brand identity, art direction for Canela: An Organic luxury architecture project in the south of Brazil (Florianopolis).

The challenge was to express and position Canela as a unique luxury concept portraying sophistication, and organic connection with nature and unforgettable experiences.

The vision for this brand is: To harmoniously connect, inspire and nurture our clients in a visionary and vanguardist culture. The brand has on its vision the goal to help them feel reconnected with nature, reconnected with themselves and taking care the customers like they are in heaven.

Rituals and inner rituals are one of the main concepts of the brand. That’s why we aimed to show the peaceful feeling of entering into a transformation, and a ritual with oneself.

The colors, shapes, photography style and typography was chosen to express the big idea and brand concept: “A sophisticated organic ritual re-connection.”

We chose earth tonalities to express the re-connection with the organic, with earth a bring a peaceful feeling.

The logo expresses a cinnamon roll cut, as Canela means cinnamon. The roll or the C also has organic shapes and elements growing from it. The whole brand concept and visual elements are curve, and using organic shapes as nature does.

The wordmark “CANELA” expresses as well with some organic (or tree elements) the shapes of nature. All photography and brand tonalities keep the same cinnamon colors to maintain the consistency across the overall brand, and marketing collaterals.