Did you know that 65% of Brazilians have never visited the Brazilian Amazon, traveling more often to international destinations like Buenos Aires and Disney?

And yet, we’re talking about nearly 60% of Brazil’s territory, made up of 9 of the country’s 26 states—each with its own cultures, accents, and ways of life. To encourage more Brazilians to discover one of the largest biomes on the planet, a new brand was created to represent the territory that forms Brazil’s Legal Amazon. Its goal is to promote local initiatives in tourism, gastronomy, agriculture, arts, dance, crafts, music, and beyond.

Made by dozens of hands.

From illustrations and photography to audiovisual productions, the Brazilian Amazon brand was co-created with artists from the nine states that make up the region. Working with local professionals aimed to express and honor the cultural diversity of this vast territory, which spans an area larger than India.

More than a visual representation, the brand is a living identity—giving rise to a label for Amazonian products, supporting the local economy and everything produced across the region’s nine states, from food to fashion and local agriculture.

Created with people, written with rivers. 

To symbolize a unified communication across the nine states of the region, the starting point was the element that already connects them geographically: the thousands of kilometers of rivers that run through the Amazon territory. Using real coordinates, each letter of the alphabet was sourced from satellite images of the Amazon River and its tributaries, giving rise to a logo shaped by the navigable waters of this unique basin.