Year
Industry
Services
About the project
Apahuna was conceived as a retreat within Curitiba, bringing together nature, architecture and well-being in a high-end living experience. The project aims to create a place of pause and reconnection, positioning itself as a reference in sustainability, human sensibility and harmony with the surrounding landscape. The brand was developed to express this atmosphere, translating the intention of building an ecosystem where residents can live in a way that feels genuine, balanced and deeply connected to the environment.
Diagnostic
Market and Competitor Analysis
Once the purpose was clear, we explored the high-end real estate landscape in depth. We analyzed visual languages, strategic positioning and competitive behavior of established players, identifying patterns and uncovering gaps waiting to be redefined.
While the market often emphasized technology, modernity and sophistication, it frequently neglected cultural roots and human connection. This created the opportunity to build a brand that merges premium living with a deep sense of territorial identity.
Through this analysis, the project’s unique potential became evident: the union of genuine sustainability, organic architecture and a contemporary take on escapism. This understanding shaped the strategic compass of the brand.
Strategic Direction
• Establish the development as a reference in sustainable luxury living in Curitiba
• Express sophistication through a humanistic, nature-centered design approach
• Highlight regional culture as a distinctive and authentic element
• Create an emotional bond between architecture, nature and residents through the feeling of refuge
To define a name aligned with the project’s essence, we explored the cultural and geographic origins of the Passaúna region, returning to its ancestral roots. This research revealed that “Passaúna” comes from the Tupi language, and its phonetic variation — Apahuna — carries strong resonance, cultural symbolism and conceptual depth. The name is memorable, visually harmonious, easy to pronounce and fully registrable, making it both functional and evocative. Apahuna honors the land’s ancestry while embracing a contemporary identity, elevating the narrative and positioning the brand with authenticity and distinction.
Cultural research and creative direction
The visual identity draws from Tupi-Guarani architectural forms to create a symbol that evokes shelter, community and crafted structure. Natural textures, earthy tones and refined typography shape an aesthetic that balances elegance and organic simplicity. Patterns inspired by the landscape reinforce the connection between architecture and nature, giving the brand a calm, grounded and sophisticated presence.
The identity unfolds across digital, printed and architectural materials with consistency and refinement. Every application reflects the project’s atmosphere of harmony and contemporary refuge, from stationery and brochures to signage, social media and product extensions. The result is a cohesive visual system that brings the brand’s essence to life with clarity and timelessness.
