Located in the Brazilian countryside, Inhotim is both an open-air museum of contemporary art and a botanical garden. In 2015, the Institute launched its own design studio – named Estufa (greenhouse) – to play a strategic role to all companies belonging to its group (museum, stores, ceramics factory, restaurants, tourism agency and hotel). The development of a visual identity was required to position Estufa within the broader design scenario and to establish a link with Inhotim, creating a relationship between art, botany and design. Typical plants of Inhotim’s garden were collected and went through a chemical process known as chromatography. From this process, natural stains were obtained, revealing all the plant’s pigments (like chlorophyll) in singular chromatic scales. It was the starting point for creating a living brand.
The identity for Inhotim's design studio — Estufa — started as a laboratorial experiment, based on the interaction between design, botany and chemistry.
The new brand was created through a chemical process known as chromatography, that separates the plant's natural pigments and colors.
Natural stains were the starting point for designing a living brand that expands and adapts itself organically to different applications.
Design Studio: Estufa | Creative Directors: Mariana Hardy, André Coelho
Designers: André Coelho, Anna Fonseca, Gabriela Silva, Fernando Dias, Pedro de Albergaria
Video/photo: Raval Filmes | Chemists: Isolda Mendes, Wilton Nascimento | Botanist: Lucas Siguefredo | Belo Horizonte, 2016
Award: IDCA Communicating the Museum 2017 (bronze); Brazilian Graphic Design Biennial 2017 (highlight)
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*I was a Design Director, responsible for the creative concept, execution and collaboration with stakeholders.