Diáspora
Diaspora is a website that highlights the stories of restaurants founded by immigrants in São Paulo, exploring not only their cuisine but also their journeys and cultural impact. The visual identity reflects this fusion by combining digital typography with hand-drawn illustrations, graphics, and patterns to create an aesthetic that conveys the city's diversity and dynamism.
Brands & Behaviors
UX/UI • Strategy • Visual Identity • Motion
Advisor
Prof. Danilo CID
Collaborators
Bruna Melo • Bruno Ulrich • Letícia Botelho
Samira Costa • Vinícius Blauth Chaim
Diaspora reveals the flavors of miscegenation, showing that every corner of São Paulo holds history and identity.
What's next?
The main culture of São Paulo is mixture. The city is a true cultural melting pot, welcoming people from all over the world in search of opportunity, refuge, or new beginnings; and with them come flavors, stories, traditions. The visual identity of the Diaspora project is rooted in this very idea: reflecting the coexistence and overlapping of cultures that are part of the city’s everyday life.
The name Diaspora draws both from the word’s meaning — the dispersion of different peoples — and from its construction: Dia • SP • ora. The SP sits literally at the center of the project at all times. The visual identity is built with mixture in mind. The logotype uses a neo-grotesque typeface and is encircled by a dashed line, symbolizing the plate as a meeting point. The graphic composition brings together rectilinear elements, more rigid and systematic, with hand-drawn interventions and colorful illustrations, creating a visual language that is fundamentally vibrant and blended.
The website was designed to offer a fluid and engaging navigation experience. When a visual identity features so much color, variety, and layered elements, organization becomes even more essential. Each restaurant is presented within its own graphic system, featuring a specific color, visual patterns inspired by its aesthetic, and unique illustrations. These elements overlap with photographs, interact with one another, and reinforce the project’s human, emotional, and personal approach.
Diaspora shows that São Paulo is not just a concrete jungle, but a farofa of influences — where each immigrant ingredient adds to a new and rich cultural flavor.