experimenta! is an annual event about healthy eating promoted by sesc são paulo [social service of commerce in the state of são paulo]. in the month of october, all sesc units across the state engage a programming consisted of lectures, chats, courses, experiences and other events inviting the public to think about the relationships between food, culture, economy, environment and other dimensions of society. the event has been taking place since 2017 and each year its visual identity is renewed. for the 2023 edition, the client's briefing asked for an identity that looks light and uses a fresh food color palette.
the identity created in 2017 represents the idea of health and culture through its logo and drawings about food stylized in rounded geometric shapes. after going through many configurations over the years, the 2023 visual identity embrace the strategy of simplicity: colors and modules. the modular use of illustrations highlights the purity of its geometric shapes that can be used in different colors within the fresh food palette. this booklet containing the programming uses lively compositions with illustrations to set the pages design, using just a few variations such as sizes and color changing. the sans-serif typography elza round matches particularity — its rounded design resembles the drawings — with functionality — a consistent typography to be used in titles and texts.
sesc são paulo is committed to developing educational actions that can contribute to improving the population's quality of life. the 7th edition of experimenta! invites the public to participate in more than 120 free activities held at all sesc units in the state. the activities address food from a perspective that also corroborates the achievements around october 16th — world food day lead by united nations — the opening date of the event.
