Benza, as in “benzadeus” – a popular Brazilian expression meaning blessing and joy, is a restaurant that celebrates Minas Gerais cuisine uniquely and creatively to provide a gastronomic experience for everyone.
Conceived by the restless mind of chef Pablo Oazen, winner of the MasterChef Professionals in 2017, the partners approached the studio to develop the logo, the visual identity system, and all the restaurant’s communication materials.
The main challenge of the project was to translate in a balanced way the sophistication and technique present in the dishes and the charismatic personality of the chef.
Supported by a minimalist structure, the logo is born from the combination of simple shapes with an elegant touch, bringing the essence of Benza to the wordmark.
The identity reinforces the restaurant’s concept and navigates between the classic and the contemporary universe. Through the mixture of soft colors, contrasting typographic styles, and the textures of the materials, the system provides intensities rooted in gastronomy’s heritage.
With a proposal that relies on references and history, the result honors Brazilian cuisine, local producers, and Pablo’s ingenious mind in a polished and inspiring way, reinforcing the life-changing tasty experience promoted by Benza.
