"Vernáculo" is a project that researches and studies the popular culture and production of Rio Grande do Norte, state of the Northeast coast of Brazil. The region has plenty of artisans, who often live in poor conditions but produce beautiful and delicate pieces, using techniques passed down from generation to generation.
Through field trips to different regions of the state, interviews, videos and photographs are produced to analyze the creators life stories and their work's characteristics, both from the point of view of art and design. Additionally, in order to improve the conditions of life and work of all those artists and craftsmen, specific actions are held, such as sales of their works and qualification workshops.
The word "Vernáculo" comes from Vernacular, with the same spelling in brazilian portuguese and english, which relates to something that is native to a specific country or region and, when it refers to objects and buildings, something that uses local materials and traditional methods of construction and ornament.
I built the concept of the branding for this project around the regionalism and popular culture of Rio Grande do Norte, benefiting from the large amount of beautiful photographic work produced by the project itself. My job was to produce the logo and visual identity, a small stationery branding and a website to document and publish the life and work of the interviewed artists.
The logo has root-like ornaments, relating to the name and concept of the project, and the colors and textures used in the identity refer to the materials used by the artisans in the region.
