THE BUSINESS:Located in a university district of Curitiba, PR, Boteco do Caju has become a gathering spot for local university students and tourists to celebrate. It aims to showcase the "Curitiba spirit" in a way that differs from the city's usual offerings.

The atmosphere—always lighthearted, fun, and energetic—needed to be reflected in the visual identity. Picture a classic *boteco* (casual pub) serving artisanal food and ice-cold beer, then imagine it packed with people during soccer matches, e-sports tournaments, or Friday happy hours—that’s Caju.

THE VISUALS:Curitiba is world-renowned, so we drew inspiration from the city's fauna, flora, customs, monuments, and architecture to create the illustrations that form the foundation of the brand's visual identity.

Humanistic lines and noise textures lend an artisanal feel to the drawings, steering clear of the typical "cozy and calm" aesthetic while avoiding a chaotic "Rio Carnival" vibe.

The color palette was based on audience research, which revealed that fans of the city's three major soccer clubs frequented the bar in roughly equal numbers. Since Curitiba has many venues dedicated to specific fanbases—and that isn't Caju's goal—we used a mix of red, green, yellow, and blue. These colors provide enough contrast to infuse the graphics with energy and joy.

The result is a design project rich in color, depth, connection, and meaning.

[2026]
Illustration