Sebrae
Going deep into the
Amazonian culture.
- Roberto Simões (Art Director)
- Luiz Monforte (Creative Director)
- João Caldas (Photographer)
- Anderson Freitas (Designer)
Welcome to the jungle
Project Background
Sebrae is an organization that supports small businesses in Brazil. Its business unit in Pará (Northern Brazil) wanted to produce a catalog of local indigenous artisans to help them sell their products in Brazil and worldwide.
They hired me to produce a hardcover catalog distributed to over 20 countries across the Americas and Europe.
Photographer João Caldas and I traveled to the remote Amazon, the world's largest rainforest, to take the product pictures and conceptualize the catalog.
There, I had the opportunity to meet several indigenous tribes and experience their lifestyle and how they incorporated design into their lives.
Creative Process
The state of Pará, besides being the gateway to the Amazon rainforest, offers a unique cultural experience.
Wealth emanates from simple things like experiencing exotic fruits, drinking juices with unexpected flavors, and delicious indigenous dishes. An explosion of colors and aromas!
Amazon tribes meet Bauhaus
We needed to express this abundant and spontaneous lifestyle in a structured and practical way. After all, this is a sales catalog. Therefore, I mixed the organic indigenous design with Bauhaus design principles.
Colors
To express such diversity, we chose a diverse and vibrant color palette. I started the color palette with the red and blue of the Pará flag and added 9 more vibrant colors, black and shades of gray, for the text.
#149ed9
#0465b0
#2c3790
#ed1270
#9d3895
#732e8f
#ffce24
#f78f20
#f15f24
#00a99f
#bdd63b
#00964a
#b0b7bc
#ed2027
The Brazilian state of Pará flag.
Typography
Such a unique place needed an unexpected typographic combination. I chose the Bauhaus geometric sans-serif typeface with the Americana serif.
Logo
Basketry using fibers from native Amazonian trees is a popular regional craft. The logo features the Pará State flag combined with basket fiber texture.
Results
Sebrae is constantly researching the market, and 3 months after the catalog launch, there was an increase in the artisans' income.
3.7x more revenue per artisan