Seu Luis | Brand Identity

Boteco Seu Luís is a bar that brings the true essence of an authentic boteco experience—unpretentious, welcoming, and made for good conversations. The brand was created to provide a relaxed atmosphere where people feel at home, enjoying quality food, cold beer, and a cozy environment. This visual identity project captures the laid-back and nostalgic spirit of the boteco culture, blending warmth, tradition, and modern simplicity. Every element was designed to reinforce the idea of a space that is both casual and well-crafted, where guests can come as they are and truly unwind. The branding approach focuses on balancing functionality and emotion—expressing a sense of belonging, familiarity, and effortless charm. With a design that is both bohemian and approachable, Boteco Seu Luís stands out as a place where the experience is genuine, and every visit feels like coming home. Services: Brand positioning and visual identity.




Boteco Seu Luís
Brand Identity

ABOUT
Seu Luis was born from the desire to create a truly welcoming space. The founders—Maryna, Martha, Rafaela, and Gustavo—wanted a bar where they genuinely enjoyed spending time. A place that felt casual yet well-crafted, with great food, cold beer, and a comfortable atmosphere. In their search, they realized there wasn’t a spot that combined all these qualities. Some places had great service but lacked ambiance, while others had a great vibe but served warm beer. The perfect balance didn’t exist—so they decided to create it. It’s a place where people can feel at home. A space designed for unpretentious moments, where a simple gathering with friends can turn into the best part of the day.


CONCEPT
The brand concept embodies the essence of an authentic boteco—a place where simplicity is done right.
The visual identity reflects a bohemian, laid-back, and nostalgic atmosphere, capturing the charm of classic Brazilian bars. Every design choice was made to reinforce the idea that Boteco Seu Luís is an extension of its customers’ homes—familiar, effortless, and always inviting. The communication tone avoids formality or overly polished language. Instead, it embraces a warm, approachable style that mirrors the experience of being at the bar itself: genuine, relaxed, and full of personality.

SERVICES
Brand positioning and visual identity.

TEAM
Creative Direction: Miguel Vaz
Brand Strategy: Miguel Vaz
Design: Miguel Vaz, Ariel de Carli
Copywriting: Miguel Vaz
Photography: Laila Razzo
Motion: Bruno Krazler



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