Casa do Pão de Queijo

A grandmother who is synonymous with cheese bread

With 50 years of history, Casa do Pão de Queijo is a pioneer in the commercialisation of authentic Brazilian cheese bread. With its identity created in the 1980s by Mario Narita, the brand came to feature the affectionate figure of Grandmother Arthêmia, creator of the original recipe. Decades later, with more than 700 stores nationwide, the challenge was to update this identity without losing its emotional bond with the public.
The iconic grandmother image was preserved, but redesigned with simpler and more expressive lines, highlighting her face and the gesture of preparation. The frame evolved into a softer and more welcoming shape, suggesting the form of cheese bread. Traditional colours were maintained, now in more vibrant tones, while the logo gained lightness and improved legibility.
The result is a brand that preserves its emotional and family essence, while presenting a renewed, light and contemporary visual, reaffirming its position as synonymous with cheese bread in Brazil.