A Colher de Pau | HardCuore
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A Colher de Pau

Sweetness has no set time, but now it has a place. We redesigned the identity of one of Rio de Janeiro’s most traditional pastry shops.

How do you rethink a historic brand that has been part of the lives of so many people and families in Rio de Janeiro for over 50 years? With sweetness and design.

Read more about this project

With a careful and crafted approach, the illustrations reinforce the idea of handmade with spontaneous strokes, mixing thin and thick lines to create different layers of construction, evoking the everyday atmosphere of bars, relaxed conversations, and moments of joy.

See our works

  • Film
  • Design
  • Communication

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The sweet always comes

A Colher de Pau is one of the most traditional pastry shops in Rio de Janeiro. With more than 50 years of history and now under the direction of a new creative lead, Carola Troisgrois, the brand was looking to refresh itself, bringing in a sense of renewal without letting go of the legacy built over decades of tradition.

Known for being a place where sweets and moments are shared with affection, welcoming is an important part of this story. That is why it now becomes part of the name. By adopting the definite article, A Colher de Pau reinforces its emotional and familiar role while stepping away from the many generic names in the market with personality and protagonism.

With sweetness and design, we redesigned the identity to create a brand that is more contemporary and delightful, while keeping what makes A Colher de Pau unique. The logo, inspired by Rio’s bohemian culture, recalls the neon signs of old bars, while maintaining a close and affectionate feel through its handwritten signature style.

The color palette was designed to be simple and striking. Brown evokes the world of food — coffee, cocoa, cake — and supports the brand’s more traditional and mature side. In contrast, blue brings sophistication and contemporaneity, pointing to the brand’s more digital and current moment. Orange conveys the warmth of affection and the energy of sweetness.

With a careful and crafted approach, the illustrations reinforce the idea of handmade with spontaneous strokes, mixing thin and thick lines to create different layers of construction, evoking the everyday atmosphere of bars, relaxed conversations, and moments of joy.

The photography evokes moments shared through sweetness. Every element appeals to the senses, from the textures of the products and settings to the nostalgic atmosphere of the brand.

To express this warm and sweet spirit, we created a verbal universe that makes your mouth water just by reading it. With expressions full of indulgence and flavor, the tone of voice of A Colher de Pau is the cherry on top of an identity made to be devoured with the eyes.

The sweet always comes, and so does the new. A Colher de Pau is reborn as a shared embrace in every part of its identity: welcoming, sophisticated, and full of that irresistible feeling of wanting more.

Credits

  • Agency
      HardCuore®
  • Creative Direction
      Breno Pineschi + Rafael Cazes
  • HardCuore Team
      Fernanda Rodrigues, Gabriela Barbosa, Felipe Teobaldo, Maria Clara Rigon, Sandessa Knaus, Carolina Costa, Josué Delazeri, Vinícius Cambruzzi, Talita Barcelos, Natália Weber, Alex Rezende, Cadu Blanco, Bruno Machado e André Kawa