Boteco - Restaurante Brasileiro
Introducing Brazilian cuisine 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 meat, 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.
Our mission was to craft the brand around an authentic 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 tapestry of this dynamic country.
Botecos in Brazil are culturally significant, serving as informal bars where people gather to socialise, enjoy food and drinks, and preserve culinary traditions. It is often a hub for cultural exchange.
We positioned the brand on the foundation that tied in with their name. We crafted a Brand Manifesto and positioned it around the idea of:
“Where You Can”.
A Meeting ground for Bohemians to wander.
For Poets to wonder.
For Musicians to sing & people to make merry.
For Revolutionaries to conspire
& for you to inspire.
It’s where you can.
Exploring the cultural realms of Brazil, we were struck by the contrasts that the country brought to the table. Brazil is a captivating country with a perfect balance of white-sand beaches, pristine rainforests, colonial towns, dramatic cities, and a vibrant way of life. We also explored shapes and forms stemming from the Brazilian Modernist movement during the 1920s.
On many consumer deep-dives we discovered that people in India often associate Brazil with football and samba, however there was much more that the country had to offer. This insight led us to create an identity that is a culmination of art and culture, natural beauty, and culinary delight.
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 main stage in applications, thus ensuring the identity is not overused.
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.
Wall Mural
During the launch of Boteco Bangalore, we partnered with atto.co.in to conceptualize and design a large wall mural adorning the restaurant, catching the attention of passersby. Embracing the essence of Brazil, we curated elements from its culture and fused them into a grand collage using mosaic tiles. If you find yourself on Magrath Street in Bangalore, don’t miss the opportunity to spot this iconic wall, now renowned as a favorite backdrop for photographs.
“Based on multiple professional engagements with Firebrand, I would easily rate 11 out of 10 if it were possible! Right from developing the brand identity of Boteco to the execution of every tiny detail as well as building a story for the brand, Firebrand executed all our projects to the T! One of the best aspects of dealing with Firebrand is that they listen to your inputs as a customer very diligently and incorporate it as much as possible in the execution, but the final product is completely backed by thorough research and their core experience in branding which is always in the best interest of the brand. You can blindly trust whatever they recommend!”
Praveesh Govindan
Founder & CEO Boteco Restaurants
