Pé Palito

Pé Palito is a vintage furniture store that sought to expand the company and attract new audiences. In this sense, the new identity proposed a broadening of the understanding of the name, bringing the brand closer to a more contemporary image.

The icon that makes up the logo has a simple design made of line segments, which makes a more comprehensive representation of the furniture. This resource extends to the other icons that make up the identity, creating a pictographic family that expresses the diversity of the store's portfolio and that can be expanded indefinitely.

Diverse combinations of the basic module form different graphics that can be explored in the graphic material and in the physical space of the store, which came to occupy a large and surprising space on the ground floor of the Edifício JK, a project by Oscar Niemeyer, in Belo Horizonte. The typography was customized with serifs that connect with the language of the icon. Different frames bring personality and resemble product tags from other eras.