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.

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

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.

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.

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.

Rico is a Brazilian investment platform and stock broker owned by São Paulo-based investment management company XP Inc. Established in 2011, Rico got acquired by XP in 2016 and got rebranded by Tátil Design in 2021.

For the new look, Tátil used the Brazilian typeface Pacaembu from Naipe Foundry. Tátil contacted Naipe for a custom adjustments of Rico. With its alternate lowercase single-storey a set as the default, it is always easy to use Pacaembu correctly.

Tátil states in their case study that “Rico is the brand responsible for recruiting people into the investment world; that‘s why we've developed a questioning identity, which simplifies, demystifies, generates empathy while never failing to build the credibility that the category requires.” In their images they highlight how Pacaembu was chosen because of its “large tittles, exagerated geometry, and round lower case a”.

Creative director: Renan Benvenuti
Designers: Camila Dias, Julia Custodio
Icons: Issao Nakabachi
Illustrations: Camila Dias, Estúdio Passeio
Content: Gustavo Feyer, Lourenço Araújo
Account executives: Karla Ribeiro, Vanessa Clark

In early 2021, San Francisco-based cloud computing company Netlify changed its brand communication typeface to Naipe Foundry’s Pacaembu, a move by the hand of designer Justin Chuan.

You can see Pacaembu handling most of the text in their website and across their social media, webinars, blogs and other communication channels. On the website, Google font Mulish is used for secondary copy and Menlo makes an appearence whenever snippets of code need to be shown.

For this identity, Pacaembu is always used with its alternate single-storey lower-case a.

“El Clásico” is the name for the matches between Real Madrid and FC Barcelona in Spain’s highest soccer league. El Clásico is one of the most watched league matches, with about 650 million viewers worldwide. For years, the game was not only a league match between two teams but also a clash between the two best football players of their time: Cristiano Ronaldo (Real Madrid) and Lionel Messi (FC Barcelona). From 2009 to 2018, both played in LaLiga, and this year marks the first edition of the classic in 16 years with neither of the two stars under contract in Spain.

A month ahead of the first 2021 edition, LaLiga announced that from this year’s edition onward, the match is branded as a product: “The world’s most iconic club match will now have its own logo and visual identity. Rivalry, strength, passion, technology, innovation, dynamism, entertainment and globality are among this new image’s main attributes.”

Branding agency Vasava removed the wordspace from the match name, making it hashtag-ready. For the typography, two contrasting typefaces were chosen that both started out on Future Fonts. The angular Halunke by Elena Schneider is used for the logo, with a few modifications. Its corners were trimmed, the C was flipped and the Á is a custom design. All information is set in Pacaembu, a football-inspired typeface family by Álvaro Franca and Felipe Casaprima, avialable from their type foundry Naipe. Álvaro is also one of the graphic designers who worked on this project.

Watch and read an presentation of the new design on the website of Vasava (in Spanish).