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The visual identity designed by Polar for Sto. Mercado, the revitalized Santo Amaro Municipal Market in São Paulo, brings together history, resilience, and a strong sense of community. After a devastating fire in 2017, Sto. Mercado was rebuilt not only as a physical space but as a cultural and social hub that goes beyond shopping. The market’s expanded area and diverse new offerings are designed to reconnect with longtime locals while also attracting a younger, modern audience eager for a vibrant community experience.

The branding for Sto. Mercado reflects this thoughtful balance between honoring tradition and embracing the future. The affectionate nickname “Sto. Mercado” was intentionally adopted to foster a closer connection with the people and highlight the market’s informal and welcoming character. To ground the identity in authentic experience, a local journalist was commissioned to write an essay portraying the market as a living character. This narrative became foundational in shaping Sto. Mercado’s verbal identity and overall tone, blending respect for its history with a fresh, lively outlook.

Design choices for Sto. Mercado lean heavily into historical roots. The logo and typography are inspired by the iconic signage seen in Brazilian metropolitan markets during the original market’s era. These elements create a striking and modern aesthetic that still carries a nostalgic warmth. The result is a visual presence for Sto. Mercado that feels both contemporary and timeless, inviting visitors to experience the market’s rich heritage in a new light.

Illustrations play a key role in the Sto. Mercado identity, bringing the market’s daily life and vibrant culture to the forefront. They capture scenes of shoppers, vendors, and local produce while honoring notable figures tied to the market’s history. These visuals are thoughtfully integrated into various applications, from promotional materials to playful fruit stickers and stamps, reinforcing Sto. Mercado’s role as both a community gathering place and a cultural icon.

Ultimately, the Sto. Mercado brand does more than relaunch a market; it revitalizes a beloved São Paulo institution. Through its powerful combination of storytelling, design, and cultural sensitivity, Sto. Mercado continues to thrive as a dynamic space where past and future meet, welcoming all generations with open arms.