INDUSTRIA was invited by the government of São Paulo to take part in EMBALARTE, "Arte, História e Design da Embalagem no Brasil," an exhibition on the art, history and design of packaging in Brazil. IndHed®'s beer identity was chosen to represent how design can shape a brand at scale, displayed alongside major names like BomBril, Nutella, Bauducco, Danone, Johnson & Johnson and Nivea.
EMBALARTE's sculptural sign and its packaging-history display, inside a São Paulo subway station
The display traced IndHed's own process, from early sketches of the wordmark through to the finished bottles, each blend wrapped in its own color, set inside a cube alongside the everyday products visitors already knew. Lit and isolated like that, a beer label most people would pass on a shelf without a second look reads as something closer to art.
Commuters passing EMBALARTE inside the subway, part of an exhibition built to run where "millions of people pass every day"
The exhibition ran for two months across São Paulo's main subway stations, where, as INDUSTRIA put it, millions of people pass every day, turning a daily commute into an unplanned encounter with the brand. Visitor and exhibitor testimonials from inside the show were filmed and are shared below.
IndHed's display cube among the row of brands selected for the exhibition
IndHed's early sketches and finished bottles, displayed beside BomBril's own packaging
IndHed's wrapped bottle, one of the pieces on display inside EMBALARTE
Visitor and exhibitor testimonials filmed inside EMBALARTE, São Paulo
"Packaging doesn't have to leave the shelf to become art. It just has to be looked at the right way."
EMBALARTE, Arte, História e Design da Embalagem no Brasil