BENZÃO cafe branding

Benzão’s mission is to create a place for people to connect with their loved ones and enjoy the best quality coffee and sweets.

Benzão tries to achieve their mission by serving only fair trade, organic coffee, roasted in their own roastery and Brazilian deserts provided by professional bakeries. They also created a cozy, inviting atmosphere inside the cafe with lots of plants and wooden elements.

When I read about Benzão’s concept, I already had an image in my head how I wanted it to look like. Keeping in mind that this cafe is in Brazil where life is very active and bright, I chose to capture this energy.

Colours: to portray the relaxing attitude Benzão tries to achieve, I decided to use the dark blue colour. It is also one of the colours in Brazilian flag, which helps connecting the brand to the country. As a background colour I chose to go with very light yellow/beige, giving the brand its warmth.

Logo: since Benzão focuses a lot on being a place where connections happen, I wanted to incorporate this message into their logo. That’s why there are two smiling cups being clinked together (in a way representing “cheers”).

Font: to give Benzão some playfulness and boldness, I chose thick, extended font.

*Benzão is a fictional brand