Giulietta — Embers, fire and subversive nature

Case study

Giulietta

Giulietta is chef Rodolfo de Santis's house, an original ember kitchen inspired by Italian cuts and driven by an 'Outlaw' DNA. BRBAUEN translated that break from convention into visual language and illustration: a chimera drawn in pencil — pig, ox, chicken and fish — strong enough to identify the house even without a logo.

About

Based in São Paulo and created by Chef Rodolfo de Santis, Giulietta is born from the chef's desire to go beyond the barbecue approach already widespread in Brazil. The intention was to reproduce and build upon typical Italian cuts — an unprecedented focus in São Paulo — without restricting to beef, and to propose an authorial approach whose DNA was fundamentally nonconformist and mutant.

Following this line of thinking, we understood that the identity and all its elements should reflect this break with convention proposed by the chef.

Giulietta
Client
Giulietta Fogo & Vino
Year
2023
Sector
Food & BeverageHospitality
Services
Brand Visual LanguageIllustration Style

Process

Process

During the process, the archetypal "Outlaw" positioning became clear within the brand. We understood that we could not create a visual identity with what is expected of one: logotype, symbol, and ordinary accessory elements.

The chosen path was to create a work that encapsulated the chef's restlessness in creating the new house — an artistic element that, even without a logotype, could have enough force to identify it. With this goal, we created a pencil illustration of a chimera composed of 4 animals: Pig, Ox, Chicken and Fish. Carefully illustrated with a dark and mysterious finish, the illustration is sometimes accompanied by a logotype set in the Harbour typeface, chosen for characteristics that also break with the conventions expected from the contrast produced by the quill in blackletter typefaces.

Giulietta
Giulietta
Giulietta
Giulietta
Giulietta
Giulietta
Giulietta

Impact

→An identity without a logoInstead of the expected — logotype, symbol, accessories — a work of art: the pencil-drawn chimera of pig, ox, hen and fish, strong enough to identify the house on its own.
↗"Outlaw" translatedThe archetype that surfaced in the process guided everything: the dark finish of the illustration and Harbour, a typeface that breaks the contrast expected of blackletters.
↑Rupture as positioningItalian cuts in an authorial barbecue, a first for São Paulo — the identity mirrors the restless, mutant DNA with which chef Rodolfo de Santis opened the house.

Recognition

  • 13th Brazilian Graphic Design BiennialSelected — Brand marks
  • Behance, 2023Featured — Best of Behance
    See it on Behance →

Team

TeamRodrigo F. PereiraTed OliverFelipe Vargas
IllustrationMurilo Pascoal
PhotographyTed OliverFelipe VargasGustavo Crispim
Print ProductionCirgráfica
Partners in Business ConsultancyTraço Negócios

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