How can the history, culture, and craftsmanship of Paraty be translated into a brand capable of standing out in the market? This was the challenge behind our final undergraduate project: to develop a new visual identity for Pedra Branca Distillery. Founded by civil engineer Lúcio Gama Freire, the brand is built upon artisanal production, sustainability, and a strong commitment to the local community.

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Our research revealed that Pedra Branca represented much more than an artisanal cachaça. Its commitment to sustainability, local production, and tourism positioned the distillery as an important ambassador of Paraty's cultural heritage. To gain a deeper understanding of this context, we traveled to the city, immersing ourselves in its production process, history, and the visual references that shape its identity.

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The solution was to develop a comprehensive visual identity system inspired by traditional craftsmanship and Paraty's cultural heritage. The logo was created using the linocut printmaking technique, reinforcing the brand's handcrafted and authentic character, while original illustrations were developed to represent the themes behind its main cachaça varieties. For the labels, we specified a substrate made from sugarcane bagasse fiber, developed by Moinho Brasil. Besides providing a tactile experience aligned with the brand's positioning, the material gave new value to an underutilized by-product of the production process, contributing to a nearly complete use of the raw material.

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The result was a brand with a stronger market position and a clearer point of differentiation, capable of communicating its values consistently across every consumer touchpoint. The project received the Bronze Award in the Student Category at the 13th Brazilian Design Award.