Cidade de Itajaí
The development of Itajaí's new tourism brand began with a simple question: how do you represent friendliness? Inspired by Peixerês, the city's unique local dialect, and the welcoming nature of its people, the identity transforms a cultural asset into a symbol of belonging, positioning Itajaí as "Brazil's Most Beloved City."
How do you design friendliness?That question became the foundation of Itajaí’s new tourism brand.
Rather than relying on the city’s most obvious symbols — its port, fishing heritage, economy, or landscapes — the challenge was to uncover what truly makes Itajaí unique: its people.
Known for its welcoming spirit, hospitality, and strong sense of identity, the city has long been home to one of Santa Catarina’s most distinctive cultural expressions: Peixerês, a local dialect deeply rooted in the region’s history and community.
From this insight emerged the concept “A Cidade Maix Quirida do Brasil” (“Brazil’s Most Beloved City”), a positioning that embraces the city’s authentic way of speaking and transforms a cultural trait into a powerful brand asset.
At the heart of the visual identity is a universal symbol of friendliness: a smile. More than a graphic element, it represents warmth, openness, and the way the city connects with both residents and visitors.
The result is a brand that goes beyond representing a place. It represents a human characteristic — one that creates a sense of belonging for those who call Itajaí home while expressing authenticity to those discovering it for the first time.
Officially launched in 2026, the brand quickly gained attention across regional media and social platforms, sparking conversations about local culture, identity, and civic pride — precisely the territory the project was designed to own.
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