Afonso: o pão de queijo

Cheese bread is a typical Brazilian food, widespread throughout the country, and one of the symbols of the culture of the state of Minas Gerais. I was hired by Made in Beagá to create a character that represents this traditional dish. The result was a mascot full of life and personality. In addition to character design, I was responsible for the rest of the project, which included naming, illustrations, visual identity, and product concept design.

Client Made in Beagá
Services Character Design, Naming, Illustration and Product Design

Concepts

The character's name is a tribute to Avenida Afonso Pena, one of the main avenues in the city of Belo Horizonte. Opened at the time of the founding of the new capital of Minas Gerais, it is the economic heart and one of the urban references.

The character's design was inspired by the universe of cartoons and built within the CalArts Style, an animation stylistic trend that emerged in the 2010s and is based on thinner lines, rounded shapes, and body limbs similar to the shape of noodles.

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