THE PERFECT BURGER by DESIGN ABSOLUTO for COMPANHIA TRADICIONAL

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THE PERFECT BURGER

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Brazil
Agency DESIGN ABSOLUTO
Creative Director Pedro Luis Carvalho
Art Director Adriana Bernardi
Designer Clistini Camargo
Released May 2009

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: COMPANHIA TRADICIONAL DE COMÉRCIO
Product/Service: LANCHONETE DA CIDADE
Agency: DESIGN ABSOLUTO
Date of First Appearance: May 8 2009 12:00AM
Entrant Company: DESIGN ABSOLUTO, SAO PAULO, BRAZIL
Creative Director: Pedro Luis Carvalho (Design Absoluto)
Planning Director: Alessandra Baronni Garrido (Design Absoluto)
Art Director: Adriana Bernardi (Design Absoluto)
Designer: Clistini Camargo (Design Absoluto)
Media placement: Several media, mainly printed paper - Restaurant - 08/05/2009 - Permanent

Describe the challenges and key objectives
To create something new and appealing to a public who used to all-American style hamburger retaurants all over town. How to consolidate this brand world with the food offer and the architecture and the graphic style?

Describe the brief from the client
To create a new Identity and brand world to a new hamburger restaurant in São Paulo Brazil. The architecture recalls materials and forms from the 60's and 70's in Brazil. Although they sell hamburgers, the bread, the cheese, the flavors were developed based on a Brazilian food roots.

Describe how you arrived at the final design

A large amount of research was conducted by the creative team to find clues on the art and fashion scene of the 60's and 70's. The result was a lively collection of patterns that recall the bright period of MODERNIST Brazilian art that had influenced fashion and other arts and a hand designed lettering identity for the logo based on that period. We have also taken advantage of the elements from the very peculiar architecture of the place combining it to create a strong and vivid brand personality.

Give some indication of how successful the outcome was in the market
Since its opening the patterns have been the great connection with customers, some of which have been so famous in town that a fashion brand asked a permission to use it for their surf trousers collection.