The visual identity of Santa Tereza (means “Saint Thérèse” in portuguese) is part of a context of tradition and seeks to rescue their historical and cultural values. The neighborhood is known to be one of Belo Horizonte’s (capital of Minas Gerais, in Brazil) most conservative points, preserving their traditions since 1928, but at the same time is one of the most welcoming and receptive places of the city, giving it an aura of “country town”, with close links among its residents, a fact that is unusual in big cities. For this purpose, a concept has been defined:
JOY THAT WARMS YOU
A concept that symbolizes affection, receptibility, tradition, warmth, energy, family and culture.