Joá Panifícios

Joá Panifícios is a bread factory specialized in bread for hamburgers and hot-dogs, the first one in the city of Joinville, Santa Catarina, Brazil and celebrating a new phase, they decided to rebrand their entire visual identity.
As this a family company, in its third generation, I decided to create a symbol similar to a family monogram, utilizing the patriarch initial letter, which the company is named after, along a wheat branch, their most important raw material.
As the typography and symbol shape is more modern, soberer color tones were picked to convey a traditional look and feel. The golden-brown colors were chosen because those colors are the sign of a well-baked bread crust, symbol of a high-quality final product.