Rebranding of Café Cultura, a well-established coffee shop from southern Brazil as it expands into São Paulo, a city known for its highly competitive coffee scene. The goal was to craft a stronger market position and create a modern, forward-looking identity that resonates with the brand’s evolution. The new brand positioning emphasizes spreading the word about Brazilian specialty coffee across the country and the world. It also highlights the joy of sharing moments over a cup of coffee, fostering smiles and connection among people.
Café Cultura
FutureBrand Team
→ Creative direction — Lucas Machado
→ Design — Sofia Ohanna, Gustavo Vasconcelos
→ Illustration — Sofia Ohanna
→ Verbal identity — Victória Oliveira, Felipe Biondi
→ Strategy — Isabel Sobral, Marina Bruzadin, Isabel Etchenique
The refreshed logo honors the original, familiar character to the customers. To maintain the brand recognition, we preserved the shape of the original symbol, a simple but distinctive element that could become very recognizable. The updated design introduces a new perspective, illustrating an exchange between two people facing each other. The negative space subtly incorporates a traditional drip coffee, a popular method in Brazil.
The identity transformation reflects a shift from being uniquely a coffee expert figure to becoming a "spokesperson" for Brazilian specialty coffee, reaching a broader audience and inviting them to explore the Brazilian coffee culture.
drinking coffee ☕
Wanna talk? I'll probably be
