THE BUSINESS:
With gated communities becoming increasingly popular in the Espírito Santo region of Brazil, Celino Armazém emerged to serve these locations by delivering quality products right to residents' doorsteps—quickly and conveniently.

It is a market for quick, easy-to-consume products located right in your neighborhood. Celino positions itself as "your good neighbor."

Daily routines have become increasingly hectic, and research shows that the time people spend going to the grocery store has decreased as a result. With this in mind, the brand was created to fill precisely that gap.

THE VISUAL IDENTITY:
The primary goal for the brand's visual identity was to embody that "good neighbor" concept; we needed an identity that felt human, simple, and organic. At the same time, we wanted to show that Celino Armazém was not a typical supermarket—the kind of place where people spend two or three hours shopping.

The name was derived from the owner's surname, as part of the target audience already associated "Celino" with the sale of cheeses and delicacies from the Serra da Canastra region. Building on this heritage, we designed a logo featuring a human, hand-lettered style typeface paired with a cursive tagline.

The color palette was based on the store's product categories—deli meats/cheeses, beverages, produce, bakery, and meats—using dark shades of yellow, blue, red, green, and orange to create a cozy, welcoming feel.

More than just a retail outlet, Celino was designed to be an extension of the customer's home.

[2026]
Naming
Visual Identity
Product Design