Mirtilo Cheesecakeria is a São Paulo based dessert brand centered around artisanal cheesecakes, with a visual identity that leans into richness and indulgence. Developed by Victor Cruz, the project explores a graphic language inspired by the texture and visual appeal of cheesecake toppings.

The typographic system combines Pacaembu by Naipe Foundry and Gooper by Very Cool Studio, used consistently across packaging and brand applications. Gooper appears in titles and headlines, bringing a soft, rounded presence that reinforces the brand’s playful and creamy character.

For the logotype, Cruz began with a stencil of Gooper, which he filled with actual cheesecake topping to capture its natural flow and texture, as shown in this video posted to his social media. The resulting forms were then drawn and refined into the final mark, preserving a distinctly “gooey” quality.

Pacaembu is used in all caps for smaller copy throughout the identity. Cruz specifically sought out a Brazilian typeface for this role, and its structured yet warm tone provides contrast while remaining in dialogue with the more expressive headline style.

BlaBlaLab is a Brazilian Instagram page by Gas Oliveira and Gustavo Pompeu dedicated to posts about language, culture, design, and technology. Published primarily in video and static formats, the account explores topics related to communication and digital culture through short-form content.

Since December 2025, the page has used Pacaembu and Discórdia as the main typefaces across its Instagram posts. The two appear consistently in titles, captions, and graphic elements. Both typefaces are released by Naipe Foundry.

Koodari is a multidisciplinary design and technology studio based in Brazil, specializing in the intersection of branding, UI/UX, and digital product development.

The studio utilizes Pacaembu as the cornerstone of their visual identity, leveraging its distinct geometric structure across their website and digital touchpoints. The implementation showcases the lighter weights of the family to provide a clean, high-tech feel for the primary UI and site navigation, while the Black style is used for high-impact headers within their blog.

Halugo is a Brazilian PropTech company that bridges the gap between traditional real estate and modern hospitality. Their current visual identity was developed by Estúdio Kimura circa 2024–2025.

While the logo features a modified version of Carbona by Carlos Mignot (Plau), the identity relies almost exclusively on Pacaembu from Naipe Foundry. This geometric sans serves as the primary workhorse, handling both display and body text duties across the company's website and social media channels.

The Spanish edition of Omdenken: El arte de pensar al revés – Convierte los problemas en oportunidades was published in 2024 by Temas de Hoy, an imprint of Grupo Planeta focused on non-fiction and philosophy.

The cover uses Aqueduto by Naipe. Written by Dutch author Berthold Gunster and translated by María Rosich Andreu, the book adapts Omdenken, originally published in Dutch as Omdenken: kijk-denk-creëer, a long-running self-help bestseller that introduces the author’s concept of “flip thinking,” a method of reframing problems as opportunities.

One of the letters E in the main title appears flipped.

In 2024, Naipe Foundry released a limited-edition T-shirt campaign celebrating their motto: “Sin prisa pero sin pausa” (in English: No rush, but no pause). The design featured a giant letterform being carefully sculpted by a turtle, a sloth, a koala and a snail, emblems of Naipe’s philosophy of slow and steady process.

Photography by Débora Rodam and Illustrations by Dominique Kronemberger. Designed by Naipe Foundry using a combination of Naipe’s own typefaces. The headline text arching above the illustration is set in Borogodó; “Naipe Foundry” is set in an unreleased serif typeface, while the caption and roman numerals within the illustration are set in a beta version of Uai and the website URL (outdated by now – find us at naipefoundry.com) is set in Pacaembu.

Photo: Débora Rodam Illustration: Dominique Kronemberger

Photo: Débora Rodam

Photo: Débora Rodam

Photo: Débora Rodam Illustration: Dominique Kronemberger

Photo: Débora Rodam

Illustration: Dominique Kronemberger

Photo: Débora Rodam Illustration: Dominique Kronemberger

Photo: Débora Rodam

Key visual, posters, and social media posts for a network meeting at the Freie Universität Berlin, themed “Empowerment & Vielfalt: Frauen gestalten die Universität” (in English: “Empowerment & Diversity: Women shape the university”).

Mercado Livre Arena Pacaembu is part of the conservation, adaptation and new building intervention project executed and developed by Allegra Pacaembu concession. In 2022, the development of a brand review was initiated so that the concessionaire could activate the new management of the space, still under construction, with the moment of commercial prospecting for the various partners in the new venture. The project included the creation of brand strategy, visual language, signage and implementation of the materials created during the transition from the Allegra Pacaembu brand to the Mercado Livre Arena Pacaembu. Throughout the case, we detail all the points that contributed to the project's decision-making, as well as illustrate what was designed for exclusive city furniture. Pacaembu has always been an iconic place in São Paulo city, and it deserved a project that made its unique and timeless personality clear.

Just like its stadium, the Pacaembu font is a celebration of Brazilian football, its unique flavors, movements, landscapes and colors that have enchanted fans around the world for generations. In its research, Nacione found the font created for this situation and defined it as the best option to integrate the brand and signage project, not only because of its history and affection for the place, but also because of the technical quality that allowed for a diverse application for the situations and requirements of the project.

Photos by Yghor Boy.

Quermesse da Mary is a pop-up market series in Belo Horizonte, celebrating Brazilian culture through food, music, and design. The event brings together local artisans and independent brands in a lively, festive atmosphere.

Pacaembu, a typeface by Naipe, is used as the sans-serif font to announce new events in social media.

Covers of the print edition

Orbi was a short-lived multimedia platform active between 2022 and 2023. Owned by Grupo Bandeirantes, it originally focused exclusively on the city of São Paulo (Brasil), sharing news about local events and personalities in digital and physical formats.

Its offerings included a free weekly newspaper distributed at major intersections, a news website with cultural programming, a YouTube channel featuring special reports, social media with interactive content, and live events.

For the headline and titling typeface, in-house art director Cleber Machado chose Naipe Foundry's Pacaembu, citing that the typeface's research and origins – São Paulo's most iconic stadium – aligned perfectly with their goal to represent São Paulo’s heritage and identity. The Orbi logo appears to be a custom design.

The running text is set in Carol Twombly’s Chaparral while captions and other small texts are set in Jeremy Tribby’s Barlow, published through Google Fonts.

In late 2022, Orbi started offering versions for the ABC Paulista (Greater São Paulo Area) and Belo Horizonte, capital city of the Minas Gerais State, all sharing the same visual identity.

A spread from the print edition

Covers of the print edition

A spread from the print edition

Covers of the print edition

A spread from the print edition

A cover of the print edition

Estádio Pacaembu (Pacaembu Stadium) is a major sports arena in São Paulo, Brazil. Originally built in 1940 and initially owned by the São Paulo City Council, the stadium was privatized in September 2019.

Since 2022, the private owners have been using Naipe Foundry's Pacaembu as their official brand typeface across all communication in a visual identity that was developed in-house.

The typeface was inspired by the stadium’s original stone and metal lettering, so it’s only fitting that it should be used by the new owners.

Neesh Communications is a micro communications company in Trinidad and Tobago with a focus on content creation, digital marketing and influencer marketing. The client wanted the brand to portray a sense of authority in their field while still maintaining a trendy and playful feel. The roundedness and the loops in the E of MuseoModerno felt like the perfect representation for this brand, paired with the simple yet fun Gabarito which was just released at the time. I added a touch of the serious and classic with Ovo. This was fun to see all come together and even more fun to see the client continue to use the fonts on their social media posts.

Yong Kang Chan is a Singapore based artist who describes himself as a “spiritual teacher and writer”. He has worked under the pseudonym Nerdy Creator since 2013.

For a series of book covers for the Spanish-language editions of Yong Kang Chan’s books about self-help and personal development, designer Francisco Martins of Nine Editorial chose Naipe Foundry's Discórdia.

The large titles are set in its Bold weight, the subheads use Regular and the author’s name is set in Bold with very generous positive tracking applied.

Published throughout 2022 by Barcelona based Ediciones Urano, this series contains four titles: El hábito de la incredulidad (published in English as “The Disbelief Habit”); Quiérete cómo nunca te han querido (“Parent Yourself Again”); Vacía tu taza (“Empty Your Cup”) and Como pez fuera del agua (originally published as “Reconnect to Love”).

Copa Além da Copa (in English: “The Cup Beyond the Cup”) is a Brazilian podcast dedicated to examining the intersection of politics and football/soccer. It is hosted by Carlos Massari e Aurélio Araújo and has been airing episodes since the 2018 FIFA World Cup.

Since May 2022, the podcast features Pacaembu from Naipe Foundry in its episode cover art and social media posts.

Designer Julio Carvalho chose it based on the typeface’s football-themed inspiration, drawing from São Paulo's Pacaembu Stadium. This choice underscores a clear association with the world of football, specifically Brazilian football.

For International Translation Day 2021, animation studio Mowe created an animation that celebrates with the phrase "Every act of communication is a miracle of translation".

For the piece they used all four styles of Naipe foundry’s Discórdia, using both its Latin and Hebrew character sets.

Pequena Coreografia do Adeus is the second novel of Brazilian author Aline Bei.

Publishing house Companhia das Letras has reprinted this bestseller over ten times since its 2021 debut. The cover and back cover are all set in Pacaembu, which shares the front with a water colour by Louise Bourgeois called Etats Modifiés (1992). The cover design is credited to Julia Masagão on the Companhia das Letras website.

Both the cover and back cover feature an automatically slanted roman standing in for italics, as the Pacaembu family does not include italic styles.

We made an eclectic type palette for Peralta Supermercados, a chain of supermarkets in Brazil.

The simplicity of Pacaembu for text, paired with giant Acme Gothic and Graúna for punch and prices. Verveine serves as a soft, hand drawn counterpart to complete the set.

Scale and punch go hand in hand with supermarket visual communication. This one sets an active yet not as in-your-face retail tone.

See the full case study including detailed credits on Behance.

This 2023 desk calendar uses Pacaembu as the text face and Pentool to set the names of each month. Pacaembu also features in a 3D printed punch, which was used to engrave the base of the ceramic stand with the names of both collaborators in the project: Barcelona based graphic designer and illustrator Cinta Hosta and screen printing specialists Amazink Print Studio.

In the project, they collaborated with the ceramist Anas Rifi-Zinati who made the re-usable ceramic stand and with Pepino de Mar Studio which took the photos shown here.

PalmaSec Fútbol Sala is a women’s five-a-side football team from Barcelona. Since 2021 they've been using Pacaembu as their official typeface on everything from social media to the signs supporters use in their gymnasium. The club’s crest uses Neographik for the name PalmaSec Fútbol Sala.

Escola Aldeia is a school in Goiânia, center-west Brazil, teaching up to the Ensino Fundamental level (equivalent of U.S. Middle School). Its identity was created by the branding agency BR/BAUEN DESIGN in 2018.

In their case study BR/BAUEN says:

Escola Aldeia emerged as a manifestation of the need for change in the forms of teaching. In a context where we see 'school' as a hierarchy, a linear learning model and that annuls the individual exercise of creativity, the school project was born to present an alternative to this model of education, offering the new generation a path of community, creativity and teaching methodologies. The conception of the project was based on guiding the perception of parents who yearn for new learning choices, showing through their communication and their identity construction a school that has love for knowledge, for the other and for life.

The name aldeia, meaning village, comes from the proverb "It takes a village to raise a child."

The main logo is set in Discórdia Bold accompanied by a symbol. There is also a secondary logo using the word Aldeia arranged in an array of nodes and set in Fedra Mono. Its shape can change and can be overlaid on top of a short paragraph.

Throughout the identity you can see Discórdia in big titles, headlines, and even blown up to the point of being cropped out. In short paragraphs the identity usually uses all three of Discórdias text styles on the same line (Regular, Italic and Bold). For all subheads and running text, including on the website, Fedra Mono does the heavy lifting.

Design Direction: Rodrigo Francisco
Brand Research & Strategy: Luís Feitoza
Design Development: Caio Kondo, Eduardo França, Felipe Carneiro, Luiz Feitoza, Rodrigo Francisco
Lifestyle Photography: Bárbara Miguel