Our collaboration with Pastel de Nata, a conceptual pastry and coffee brand, was guided by the notion that design has the power to elevate daily routines into journeys of physical senses. Drawing inspiration from the brand’s core offering of indulgent, traditional Portuguese custard tarts and 100% Arabica coffee, we crafted an identity rooted in vitality, clarity, and aesthetic resonance.

At the heart of the identity is the wordmark, built around Acumin Variable Concept Extra Condensed. The typographic play, lowercase ‘de’ nestled between the bold capitals of PASTEL and NATA, embodies the brand’s intersection of nature and sophistication. This elegant tension informed the wider visual system and became a defining brand signature.

We adopted a minimalist design philosophy, using white space not just for visual clarity, but as an active element that breathes life into each application. This whitespace strategy reinforces consistency while allowing space for visual recombination and narrative flexibility.

Illustrations play a central role, combining organic and geometric motifs that echo the brand’s form and essence. Each illustration was designed to carry its own identity while aligning with the broader system, adding warmth and dynamism across touchpoints.

The packaging reflects this fusion, clean, modern layouts enriched by vibrant artwork. Typography anchors the system, with Acumin Variable delivering both elegance and versatility. A complementary secondary typeface ensures readability and modernity, creating a balanced information hierarchy.

For Pastel de Nata, our goal was to design a brand as rich in character as the experience it offers, one that merges sensory delight with structural simplicity.