Belo Comidaria – Identity

Brand identity and signage for Minas Gerais cuisine-inspired Brazilian food restaurant.








Belo Comidaria restaurant’s gastronomic concept consists of simple food, reminiscent of Minas Gerais cuisine, with a contemporary presentation. The space designed by architect Cristiano Sá Motta was informal, comprising of furniture from different eras, and the style of hydraulic tile floor that is traditionally used in the state’s architecture.

The icon was based on the wind rooster, an element long used in farms’ roofs. It used to serve as a direction indicator, as well as – according to local lore – a messenger of sun and daylight.

In the graphic material, different typographies were mixed with other classic ornamental elements in order to create a language rich with old print references. The brand identity also was extended to uniforms and packaging.







The graphic repertoire is completed by handmade illustrations, used in the menu and set of placemats designs. For the latter, the idea was to create a domestic and cooking-related collection. The first version featured a set of tips on how to remove clothes stains, in a casual and funny language.

The signage was made in enameled metal plate, similar to those used in emporiums and grocery stores. The same ornamental elements of the typography served as guiding and decorative symbols.








Creative director: Mariana Hardy
Executive director: Cynthia Massote
Project manager: Nathália Monteiro
Design: Débora Cruz
Graphic production: Mirelle Bairral
Photos: Rafael Mota + Hardy design