Located in the Brazilian countryside, Inhotim is both an open-air museum of contemporary art and a botanical garden. In 2015, the institute launched its own design studio, Estufa (Greenhouse), to take on a strategic role for the various businesses within its group, including the museum, stores, ceramics factory, restaurants, tourism agency, and hotel, as well as for external clients. A new visual identity was needed to help Estufa stand out in the broader design world while maintaining a strong connection to Inhotim. The design process began with a lab experiment that brought together design, botany, and chemistry—the idea was to explore how nature itself creates colors. Plants from Inhotim’s gardens were collected and subjected to a process called chromatography, which separates a plant’s natural colors and pigments, such as chlorophyll. This process generated unique, natural stains that revealed a distinct color palette for each plant. This became the foundation for creating a living brand that naturally evolves and adapts across both physical and digital spaces.
Design Studio: Estufa | Creative Directors: Mariana Hardy, André Coelho
Designers: André Coelho, Anna Fonseca, Gabriela Silva, Fernando Dias, Pedro de Albergaria
Video/photo: Raval Filmes | Chemists: Isolda Mendes, Wilton Nascimento | Botanist: Lucas Siguefredo | Belo Horizonte, Brazil
Awards: IDCA Communicating the Museum 2017 (bronze); Brazilian Graphic Design Biennial 2017 (highlight); Cannes Lions 2016 (nomination)