Designing a brand for a restaurant means creating far more than a logo. It means building an identity capable of translating the house's culture, guiding the client experience and connecting architecture, gastronomy, service, materials and communication into a single system. Developed by SB\Design under the creative direction of Sandro Bianco in partnership with Roberto Cipolla, the branding project for Benjamin in Porto Alegre was conceived to establish a contemporary, elegant and timeless visual language capable of extending across all brand touchpoints. The work encompassed brand strategy, visual identity, art direction, graphic system, menus, editorial materials, packaging, uniforms, stationery, signage and environmental applications, creating a consistent experience at every point of contact. The proposal was to build a discreet and sophisticated brand where design would not compete with gastronomy but function as a natural extension of the experience offered by the restaurant.
Inspired by hospitality traditions and ingredient appreciation, Benjamin was conceived as a space where quality, simplicity and attention to detail define the client experience. This same logic guided the visual identity development. SB\Design created a graphic system based on precise typography, balanced proportions and a palette of natural materials that privileges texture, finish and permanence over visual excess. Menus produced in noble materials, discreet applications on kraft paper, aprons, packaging, signage and communication pieces share the same language, reinforcing a perception of quiet sophistication and authenticity. The system was developed to accommodate different brand operations, including Benjamin Caffè and Benjamin Adega, ensuring visual unity across distinct experiences while allowing the identity to evolve without losing consistency.
Developed in partnership with Roberto Cipolla, the project demonstrates SB\Design's vision of hospitality branding: a discipline that transcends visual identity construction and organizes the entire brand experience. Under the creative direction of Sandro Bianco, each element was conceived to strengthen attributes such as hospitality, permanence, quality and elegance, transforming design into a strategic positioning tool. The result is a branding system that integrates identity, communication and environment coherently, demonstrating SB\Design's capacity to develop complete projects for restaurants, cafeterias, wine bars, hotels and brands connected to the gastronomy and hospitality universe.
Photography by @juliana.primon
