São Paulo Botanical Garden

The new visual identity for the São Paulo Botanical Garden marks a turning point in how the space presents itself to the city. Our challenge was to create a design language that conveyed the grandeur of the Garden — the largest green area in the capital — while making it more welcoming, accessible, and engaging for diverse audiences.

The brand's icon combines central elements of the location, such as the layout of the Linnaeus Garden and the leaves of the Juçara palm, a native species of the Atlantic Forest. The custom, bespoke typography is inspired by the gesture of blooming. The color palette builds on shades of green and expands into variations inspired by flowers, fruits, and tree trunks, reflecting the botanical diversity found throughout the space.

In the second phase of the project, we translated this visual universe into the visitor experience. We developed a modular and versatile wayfinding system featuring metal structures and weather-resistant printing. These structures are designed to serve multiple functions — from maps and directions to educational and botanical content — allowing the base units to be repurposed as needed, optimizing production and reinforcing a commitment to sustainability. The colors guide visitors through the different areas of the route without interfering with the natural landscape.

More than just providing directions, the signage enhances the overall experience. Trilingual plaques, QR codes with audio descriptions, and botanical illustrations by artist Júlia D'Oliveira make the visit more accessible and immersive.