Considering Brazils famous coffee industry, this Brands effort is to follow the tradition by exploring national charact ers - such as Santos Dumont and Princess Isabel as others - in subbrand designs. The whole visual identity is composed by a huge variety of design pieces, like different packages (one for each characters), paper folders, uniforms, shop facades, business cards and envelopes . This projects originality comes from the fact that today no other coffee shop brand really explores the concept of brazilianianism, in such a way that the brand experience , becomes its main product. This is my final project from PUC-RIO