Beluga Café
Brand Identity
Located in its central area, Beluga Café proudly carries São Paulo's name in its façade. Inspired by the historical links both coffee and São Paulo share – having become the metropolis it is due to the 1800’s coffee expansion –, the identity pays homage to the city "built on coffee." Cities are mostly depicted by their constructed landscapes – but they're much more than that. So, the identity takes on an opposite approach: a mash up of apparently unrelated elements, piecing together a subjective graphic synthesis evoking both beauty and estrangement and capturing São Paulo's different nuances – dark and chaotic but also bright and attuned.
Date of Launch
2014
Development Time
up to 12 months
Target Regions
South America
Target Groups
Consumer / User