( 00-01 )
ABOUT THE PROJECT
This branding project was developed for Jotapê, a traditional restaurant dedicated to bringing the essence of Northeastern homemade cuisine to Recife. The goal was to create an identity capable of reflecting the richness of regional culture while positioning the brand as authentic, welcoming, and memorable.
( 00-02 )
CHALLENGES
The challenge was translating the strong cultural heritage of the Northeast into a visual language that felt genuine and not stereotypical. It was important to highlight tradition without falling into clichés, and at the same time, ensure that the brand identity resonated with both local customers and visitors seeking an authentic experience. To overcome this, I explored elements of Northeastern culture—such as textures, shapes, and colors inspired by crafts, regional festivities, and culinary traditions—and reinterpreted them through a modern design approach. The typography and graphic elements were carefully chosen to evoke warmth and familiarity, while the color palette brings vibrancy and reflects the richness of the ingredients and the festive spirit of the region.
The result is a visual identity that not only strengthens Jotapê’s positioning as a representative of Northeastern culture but also creates a strong emotional connection with its audience. The brand becomes more than just a restaurant: it turns into an invitation to experience the flavors, traditions, and stories of the Northeast in every detail.
( 00-03 )
DISCOVER MORE
