Aymoré Moments

Aymoré Moments is a cultural program that promotes a dialogue between musicians from the state of Minas Gerais and artists from other parts of the country, to encourage and strengthen free access to culture.

The project was conceived and developed for Aymoré, a traditional and beloved brand of cookies from Minas Gerais, part of the Arcor umbrella. Concerts and other cultural activities were held in public squares across the state, including Belo Horizonte, its capital city.

What we did

• Mapping of incentive to culture tax laws (ICMS and Rouanet) for Arcor
• Development and implementation of the fiscal strategy
• Project conception and realization
• Naming and visual identity