Mirtilo Cheesecakeria

Mirtilo Cheesecakeria is a São Paulo based dessert brand centered around artisanal cheesecakes, with a visual identity that leans into richness and indulgence. Developed by Victor Cruz, the project explores a graphic language inspired by the texture and visual appeal of cheesecake toppings.

The typographic system combines Pacaembu by Naipe Foundry and Gooper by Very Cool Studio, used consistently across packaging and brand applications. Gooper appears in titles and headlines, bringing a soft, rounded presence that reinforces the brand’s playful and creamy character.

For the logotype, Cruz began with a stencil of Gooper, which he filled with actual cheesecake topping to capture its natural flow and texture, as shown in this video posted to his social media. The resulting forms were then drawn and refined into the final mark, preserving a distinctly “gooey” quality.

Pacaembu is used in all caps for smaller copy throughout the identity. Cruz specifically sought out a Brazilian typeface for this role, and its structured yet warm tone provides contrast while remaining in dialogue with the more expressive headline style.