CROSS STORE

Cross Store · Curitiba, Brasil

Client: Cross Store, official shop of Cross Youth
Year: 2025
Nature: Volunteer project
Scope: Brand identity, apparel graphics, outdoor
My role: Creative director
Credits: Creative direction: Murilo Capelo

Born from a young heart passionate about Christ, Cross Store is the official shop of Cross Youth in Curitiba, Brasil. Our mission is simple yet powerful: to impact a generation and spread the Word of God, while using our profits to support missionary causes.

A church project

Cross Store is not a fashion brand with a faith theme. It is a project of a church youth community: the young people of Cross Youth, in Curitiba, wanted a way to take their faith into everyday life and to fund missions at the same time. Clothes became the medium, and every sale, a way to support missionary causes.

That changes the design brief. The pieces have to be wearable by a young person who does not go to church, and still say something true to the one who does. I was the creative director, as a volunteer, and led the brand and the graphics so that the message stays at the center: names of God in Hebrew, verses on the back of the hoodies, a world “that was good” on a tote bag.

The people

The photos are shot at home, in a warm, vintage room, with real young people from the community. The idea is not a campaign model but a friend: someone you could find sitting next to you.

Young man sitting on a stool wearing a tan hoodie, in a vintage room with a TV set

Two young women sitting together, one in a green T-shirt and the other in a brown hoodie

Young man on an armchair pulling a tan hoodie up over his face

On the city

The same pieces go up on the city: a mural with the Yahweh hoodie, and the Cross Store sign on the roof, so the project reaches people who would never walk into a church.

Mural on a building showing a person in a tan hoodie with the Yahweh print, and the Cross Store sign on the roof

The pieces

Every piece carries a text. The hoodies bring “Yahweh” in Hebrew above Exodus 3:14 (“I AM WHO I AM”), in tan and black. The tote bag brings Genesis 1:31 (“And God saw that it was good”) around a globe. Wearing it is a way of saying it.

Canvas tote bag with the line “E viu Deus que era bom” and a globe, next to a tan and a black hoodie with the Yahweh print

With a vibrant and youthful aesthetic, Cross Store goes beyond fashion. Every product carries a message, every design speaks of faith, and every purchase helps take the Gospel further.

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