In their own words
Where images and culture often serve only to sustain the existing system, we believe more in the power of questions than in the certainty of answers.
The meeting of ancestry and innovation, connecting the memory of traditional Japanese and Brazilian processes with contemporary baking and haute cuisine.
Although the brand deeply dialogues with the traditions of both cultures, we aimed to craft an identity with its eyes on the future – a meeting between past and future, translated into a graphic perspective of lo-fi futuristic ancestry.
We believe that choosing the right typeface is already a major step towards creating a visual identity that’s aligned with its purpose.
We set out to expand the scope of investigation to include Latin American and Asian references in general, understanding that in order to create an authentic fusion, it was necessary to escape the most obvious paths.
Articles & interviews2
- Estudio Cru uses design to provoke questions
This profile introduces Rio de Janeiro graphic design agency Estudio Cru and its critical, concept-led approach to work across brands, books, exhibitions and experiences. Led by co-founders Bernardo Winitskowski and Maria Alice Leal, the studio uses design to create dialogue between companies and consumers, prioritising questions and broader perspectives over fixed answers.
- ESTUDIO CRU Crafts Innovative Fusion Bakery Brand Without Clichés
The Brand Identity features ESTUDIO CRU’s branding for Mirá, a Rio de Janeiro bakery blending Japanese and Brazilian traditions. The identity avoids cultural clichés through a minimalist, research-driven approach inspired by archaeology and scientific methodology. Using the Nikkei Maru typeface and a neutral palette, the design balances ancestry and innovation to express authenticity and fusion.