CINE JOIA 2026

Rebranding or evolution? Cine Joia, a music venue in Liberdade, the Japanese quarter of São Paulo, brought us that question twice. In 2021 we created the identity that celebrated the venue’s first ten years. For the fifteenth, we were called back.

Not every rebranding calls for a break. Here the brand had to be brought up to date without erasing the recognition built over time: keep what still had force, change what no longer kept up with the present.

The original system came from the building’s diamond-shaped architecture and from the idea of being inside the jewel, which is what the venue’s name means in Portuguese. That base stayed intact. The evolution worked from the inside, through adjustments to typography, palette and visual language, keeping what carries history, starting with the original lettering on the facade.

Cine Joia crossed fifteen years with a coherent image, able to evolve without reinventing itself every cycle. For the studio, the project marks a relationship built over time: an identity that matures alongside the place it represents.