boteco – Fire Brand

Boteco Restaurants

Research / Strategy / Branding / Visual Design / Communication / Environmental Graphics

Inspired by the authentic spirit of Brazil.

Introducing Brazilian food to the Indian audience was no small feat when the founders of Boteco – India’s first Brazilian restaurant had the 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 tile art as a theme a dramatic visual language was created to add vibrancy and dynamism to the brand. The visual language took the mainstage in applications, thus ensuring the identity is not overused. An inspired yet mature colour palette was chosen to bring about the vibrancy of the country, without losing the authenticity.

The identity came together to form a unique and repeatable pattern by using the mnemonic in a way that retains the essence of the identity, and plays with darker and brighter colours for a visually playful effect.

The colour palette is inspired by the natural flora and fauna, and the vibrancy of Brazil as a culture – from the colourful beaches to the Carnival. The primary palette is made up Guto’s deep blue and sunshine yellow, while the secondary palette comprises fresh, energetic and positive colours.