You would think that building a typographically-driven brand identity would be pretty easy. Just slap some words on the packaging, add a color or two, and voila—on to the next project.

But we would argue it’s a lot more challenging to rely on some pretty-looking words because you ultimately need to find those pretty letterforms (hello, Elephant and Greycliff) and then build your brand’s personality around them. Luckily, Brazillian design agency Papanapa is pretty good at that, and our readers thought so, too. And that’s why it’s our October Pack of the Month. We spoke with Papanapa creative director Gustavo Garcia about the delightfully wordy identity for the gelato brand La Mia and the comfort of coziness.