Pé Palito – Vintage Decor : Hardy Design – Estúdio de Design e Branding

Pé Palito – Vintage Decor

Brand identity for Pé Palito – Vintage decor, an original 20th century collectible design pieces gallery.





The project is contextualized by the company’s growth, and the need to attract new customers. The new identity’s goal is to broaden the understanding of the company’s name, and to give the brand a more contemporary look, while keeping its vintage furniture store profile.












The logo’s icon has a simple design, made of line segments that bring forth a broader representation of furniture. This feature extends to the identity’s other icons, creating a pictographic family that conveys the diversity of the gallery’s portfolio, which can be expanded indefinitely.

Different combinations of the basic module form a set of diverse graphics that can be explored by the store’s collateral material and showroom – which, along with the rebranding, was relocated to a wide and amazing space on the ground floor of the JK Building, one of Oscar Niemeyer’s masterpiece, in Belo Horizonte.

The typography was customized with serifs that establish a connection with the icon language. Different frames bring personality, while resembling product tags from other ages.








Creative director: Mariana Hardy
Executive director: Cynthia Massote
Project managers: Fernanda Giordani and Mariana Muchon
Design: Délio Faleiro