Fomente
Fomente was born from the desire to transform nutrition into something collective. More than a brand, it is a community created to welcome, inform, and grow together. Inspired by the Portuguese verb “fomentar”, meaning to nurture, encourage, and promote sustainable development, Fomente proposes an approach to nutrition that integrates hunger and mind, combining conscious, intuitive, and sustainable eating with physical, emotional, and social well-being.
Guided by the concept of “Nutrition with Purpose,” Fomente values not only the goals people seek to achieve, but also the path they take to get there. Through consultations, projects, and group programs, the brand continues to expand its impact. For this project, I conducted in-depth research on the concept, the target audience’s behavior, and developed the entire visual identity of the brand.
Year: 2021
Key words: Branding • Visual Identity • Strategic Design
Concept
Inspired by mindfulness and the Swedish concept of fika, the act of slowing down to appreciate the moment, the proposal is rooted in the belief that eating goes beyond the physical. This reflects the very essence of Fomente: the integration of hunger ("fome") and mind ("mente"). It is an invitation to be present, to notice the details, and to understand that nourishing the body also means nourishing the mind.
The concept is therefore built on the value of conscious eating, human-centered care, and the connection between the individual and nature. Everything is interconnected: to appreciate, to calm, and to nourish as a whole.
The visual identity was built around a custom lettering, with selected characters redesigned to create a distinctive and proprietary logo.
Beyond the typography, the main symbol is an iconographic translation of the brand’s name. By representing a faceless mind, the mark becomes inclusive and universal. Its shape also evokes positive associations with a fruit bowl or a serving bowl, reinforcing the idea of the mind guiding, nourishing, and consciously appreciating what we eat.
The dynamic brand system allows the logo to shift and adapt, expressing movement, playfulness, and lightness. This flexibility enables countless variations, making Fomente easy to apply across different materials and contexts while maintaining a strong and recognizable identity.
