Introducing Brazilian food to the Indian audience was no small feat, when the founders of Boteco - India’s first Brazilian restaurant, had a vision to create a unique offering for the Indian restaurant landscape, they knew it was an uphill task. Authentic Brazilian cuisine, heavy on meats had to be positioned to the audience in a way that's relatable and palatable, drawing parallels between the Brazilian culture and an Indian lifestyle.
Boteco approached us with a bold vision of introducing this Indian-origin Brazilian brand across Indian, starting with Pune as their inaugural city followed by Mumbai.
Our challenge lay in positioning the brand around a genuine Brazilian experience by creating an identity that went beyond a tourist’s perceptions of Brazil. We moved away from the frills and fluffs of the Carnival, Samba, Rio & Football and drew inspiration by digging deeper into the cultural heritage of this dynamic country.
A land of contrasts, natural beauty and culture - Brazil, is a captivating country with the perfect balance of white-sand beaches, pristine rainforests, colonial towns, dramatic cities and a vibrant way of life. Type inspired by the Art Deco in the Brazilian Modernist movement during the 1920s. Tagline built in a handwritten font to bring about the attention to craft and detail.
A bold colour palette was built to bring about the vibrancy of the country, without losing the authenticity. Using the tile art as a theme a dramatic visual language was created to add vibrancy and dynamism to the brand. The visual language took the main stage in applications, thus ensuring the identity is not overused.
