Twoo and Manufatura combine to create a vibrant identity for Brazilian shopping centre Casapark
Casapark is a 40,000 sqm shopping centre located in Brasília, offering a huge range of products and services across architecture, decoration, wellbeing, culture and entertainment. Seeking a refreshed visual identity to make the centre feel more inclusive, Casapark’s leadership team turned to Barcelona-based design practice Twoo, who collaborated with Brazilian agency Manufatura to bring their bold graphic solution to life.
Vibrant and lively at its core, their visual language uses simple geometric shapes to connect Casapark to the worlds’ of design and culture; using interaction, colour and movement to create an endless number of possibilities. The colour system varies according to the purpose of the communication – functional signage should be black-and-white only and institutional pieces must have at least 50% white, whereas marketing materials can be approached more freely and vibrantly. By defining this series of non-negotiable rules, Twoo have created an approach that can be easily replicated by Casapark’s in-house team and other creative agencies; without compromising the style and character of the brand.
For the typography, Twoo selected WELTKERN®’s sophisticated sans serif Lausanne due to its stark contrast with the geometric shapes. They chose to set it in a bold weight in most instances, as well as in the lower case for the shopping centre’s wordmark; adding warmth to the identity in the process. “We decided to write Casapark in lower case to make it more inclusive,” Twoo explain, “it is less formal and more friendly towards people.” Furthermore, keeping all of the letters at the same x-height allowed them to create a balanced and compact wordmark, and adds a layer of distinction to headlines that often use the same weight and hierarchy.