The shape of flavour

Caseificio 252 began with Cesar Santini’s desire to create a cheese brand rooted in the artisanal traditions of Brazil, while embracing a contemporary gastronomic vision. Passionate about the culture of cheese and the richness of rural Brazilian landscapes, Cesar was looking for a visual identity that could feel both grounded and original.

The concept emerged from a simple but powerful idea: the shape of cheese is a reflection of its flavour. Each cheese has its own unique form, shaped by time, technique, temperature, environment and care. This principle became the foundation of the design system: “form as flavour.” Geometric modules inspired by real cheese shapes were developed to convey individuality, craft, and tactile identity.

The visual language is also deeply inspired by the landscape of the farm. The brand’s core color is a deep burnt ochre: drawn from the sun-baked earth, the rinds of aged cheeses, the worn wooden tables of countryside kitchens. It evokes a sophisticated rusticity that honours the region’s roots while pointing toward something refined and new.

Every element of the system was designed to feel modular, rhythmic, honest and visually present. The logo is bold yet restrained, and the graphic compositions echo the process of maturation: balanced, patient, intentional. A clean, contemporary typeface brings warmth and clarity, avoiding unnecessary flourish or over-design.

The result is an identity that captures the essence of Caseificio 252: a brand dedicated to offering a truly immersive and contemporary gastronomic experience, shaped by ethics, terroir, weather and flavour.

Developed in London (2020) and São Paulo
Role: Art Director/Senior designer
Client: Caseificio 252