Casa Angatu

Client: Casa Angatu

Industry: Hospitality & Tourism

Service: Strategic branding

THE STORY

Casa Angatu is a boutique hotel located in the countryside of Minas Gerais, a state known by its beautiful mountainous landscape, great food, and warm people. It is a place where exchange and connection are at the core of its existence.

Here, experiences and contact with nature provide a safe space where guests can leave feeling better than when they arrived. Their mission is to provide the necessary resources — even if that just means a cozy cabin surrounded by nature — for people who want to develop themselves through retreats or by working silently with their own minds.

Close-up of a white fabric with a green logo that reads 'Canna' with a stylized wave or heartbeat line underneath.
Hilly landscape with green grassy slopes and dark green forested hills in the background under a partly cloudy sky.

THE CHALLENGE

Experience tourism is something highly sought after nowadays, and the possibilities of travel, retreats, and places to immerse oneself in new experiences and cultures are numerous. The challenge then was how to naturally highlight the beauty of the space, its mountains, the unmistakable flavor of the food, and the memorable experiences that guests can have in this boutique hotel of such comfort and warmth compared to all other competing accommodations.

Besides the competition part, the name of the boutique hotel was another challenge to unfold. The word 'Angatu' comes from the Tupi-Guarani, one of the oldest indigenous groups in Brazil, and it means 'well-being'. Due to its origins, the initial idea when working on the logo and identity was to reflect its indigenous roots in the brand's visuals.

White doodle-style drawings and text on a black background, featuring words like 'Casa Angatú', 'Natureza', and various symbols representing nature and indigenous themes.

However, after sketching some symbols and discussing the 'Angatu' concept further with the owners, we realized that it wouldn't make sense to pursue this approach since there was no direct connection between the hotel and indigenous people.

The word 'Angatu' is used in various contexts and is not solely related to tribes. Therefore, we decided to abandon the geometric shapes and symbols associated with Tupi-Guarani culture. Instead, we focused on the meaning of the word and aimed to develop something that captured the essence of the city where the hotel is located, São Gonçalo do Bação.

Collage of scenic landscapes, a person harvesting vegetables, a white church, a sunset, and various plants and greenery.

THE SOLUTION

After we abandoned the geometric shapes and indigenous symbols, we started to “look around”. The village where the boutique hotel is located, São Gonçalo do Bação, is a small town with simple people and vibrant nature. The mountains that surround the village are beautiful and one of the main characteristics of the region.

Based on that, the design was thought to reflect the horizontal curves seen everywhere in the lush green land. The organic shapes are also a feature thought to represent the fluid and natural process guests can experience staying at Casa Angatu.

Collection of white line drawings on black background depicting mountains, sun, houses, and the phrases "Casa Angatú" and "Casa Angatú" in various styles.

FINAL LOGO

White stylized NASA logo on black background with the words 'NASA' and a sine wave underneath.
Graphic with the text 'CASSANDRA' displayed in stylized white font on a black background.
Seven neon-style line drawings of outdoor nature and lifestyle scenes on a black background, including birds in a tree, a garden with a watering can, a hiking trail with trees, a farm with barns, a swimming pool, a sunrise over mountains, and foliage.
A grid of eight icons for accessibility options: no smoking, spray bottle, bell, Wi-Fi, volume off, mute, walking person, standing person.
A set of two enamel mugs with floral designs, one purple with a white logo reading 'CASA ANGATU' and one green with white line drawings of flowers and birds, placed against a light purple background. Casa Angatu branding.
Person holding a terracotta pot filled with various leafy greens, including Swiss chard, outdoors on a sunny day. Casa Angatu branding.
A brown paper bag with a white outline of a flower and the words 'Casa Angatu' written inside the flower, hanging on a clothesline with a clothespin against a green background. Casa Angatu branding.
A loaf of bread with knife marks and a dusting of flour, a wrapped loaf of bread labeled "Pão com Ervas" (bread with herbs), a bundle of dried wheat, and green and white paper notes on a beige background. Casa Angatu branding.
A phone screen with a green background displaying a message in Portuguese about bird noise, with the logo of Casa Vanguarda at the bottom. Casa Angatu branding.
A tote bag with a yellow and green flower pattern lying on rocky ground with some pine needles and small twigs. Casa Angatu branding.
A white marble surface with a green leafy branch, a white ceramic bowl with a spoon on top, and a printed feedback form in Portuguese. Casa Angatu branding.
A flat lay of green wall with various colorful paper brochures and cards, a piece of driftwood, and a metal clip at the bottom. The paper items include a purple card, a green letter, and a white flyer with images of buildings, landscapes, and plants.

Design & Strategy: Vitoria Oliveira

Icons: Henrique Farage

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