Visual Identity
Creative Director: Gustavo Greco
Account Manager: Emília Junqueira
Design: Filipe Silva
Graphic production: Allan Santos
The visual identity for a new steakhouse and live-fire kitchen in Belo Horizonte translates this transformative power into a brand experience. By modifying the typography of the logo, cutting each letter from wood, and exposing it to fire, we selected the glyphs that would form the final composition of a dynamic identity—one that reflects the continuous capacity for transformation embodied by the very element it represents.
The name Pastus refers to the ancient Casas de Pasto—the predecessors of what we now call restaurants. In Latin, pastus means "food" or "nourishment," something that sustains both body and spirit. How could the transformative power of fire upon matter be translated into graphic form? This is not merely a physical process, but a symbolic one. And just as in life, it is through the heat of transformation that we reinvent ourselves—dish after dish, gesture after gesture.
The same principle guided the creation of the visual identity, where time itself became a fundamental design element. Nothing here is static; everything is consumed by the desire to transform food into experiences, and fire itself into a brand.
To achieve this, every letter of the logotype was individually cut from wood, placed into the flames, removed, and photographed throughout each stage of its transformation until nothing remained but ashes. The color palette and visual compositions also emerged from this same process of creation, combustion, and patient observation. The result is a dynamic identity whose very form carries the essence and symbolism of one of nature's most powerful elements.