We built the identity around Brazilian culture.

The palette comes straight from the bakery table, and each color is named for an ingredient or treat that inspired it: Banana Leaf, Coxinha Crust, Massa Crua and Guava Jam, plus a set of supporting tones. The result feels sunny and handmade, deeply Brazilian and modern enough to stand out at a pop-up stand or on an Instagram feed. Everything comes together in a complete brand book that guides how Belo shows up everywhere, from packaging and signage to social media. We then brought the brand online with a Squarespace website and a custom preorder flow, so customers can reserve their favorites ahead of each pop-up and Belo can bake to demand instead of guessing.

The result is a brand that's playful and full of heart, built to grow Belo from a beloved pop-up into a name people seek out.