Leon Lima
I help craft brands turn roots into perceived value.
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Bassottino was born from a family story. The name comes from the Italian "basso," meaning small, a tribute to the dachshund who accompanied the founders for 17 years. It's a specialty coffee brand built to feel warm, welcoming and honest, where every cup carries affection, memory and the wish to bring people together around the table.
The brand grew out of a lifelong habit: the Brazilian daily coffee ritual, before and after every meal, and the discovery of specialty coffee on trips through Portugal and Italy. A personal project, carried across three generations, now taking the shape of a business without losing its original warmth.
The challenge was turning the memory of the family dog into a symbol without it feeling forced or purely decorative. The identity needed to sound affectionate and natural, without depending on a reference the American audience might not even recognize.
We built a brand around ritual, pause and connection, giving the name Bassottino its own unique territory before any visual application. The packaging, in turn, was designed to allow creative freedom across harvest and origin varieties, letting each coffee's story and experience come through in the brand's affectionate voice.
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Back to Burger was born from the meeting of Guilherme Lopes, Felipe Lopes and Matheus Mencarini, three partners who each already had their own experience in the burger business before deciding to build something new together. Guilherme and Matheus met at an entrepreneurship event and saw the chance to join forces on something different from what each of them had been doing until then. The project's goal became to translate that ambition into a brand strong enough to stand out in a crowded market, with an identity bold enough to carry the irreverent voice the partners were after.
The starting point was the naming itself, built around a play on the phrase "back to back" to tell the story of an inevitable return to the burger, that one dish that keeps making sense at every stage of life, no matter how chaotic the routine around it gets. From that concept, a full visual system was developed grounded in graffiti aesthetics, with gestural typography, loose linework and a palette of purple, orange, cyan and yellow that gives the brand its young, urban tone without losing the warmth needed to welcome families too. A set of original illustrations reinforces this narrative of searching and returning across touchpoints like packaging and the menu, helping the brand communicate personality even in a quick interaction with the customer.
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Araguaia is a bar and restaurant from Pará with branches opened in several regions of the state of Pará: Parauapebas, Marabá and Belém. The bar has its own line of beers and invited me to develop illustrations for its labels inspired by landscapes that are part of the brand's history.
For each beer, a space served as inspiration, such as: the Marabá waterfront and its landscape for the IPA Araguaia Dreaming; Serra das Andorinhas for the American Blond Ale of the same name; the Ver-o-Peso market for Pilsen; and Serra Gaúcha for draft wine.
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The Mytra Wines project is a reinterpretation of an Australian wine brand establishing its presence in Brazil, offering labels that balance sophistication and remarkable flavor.
Among its launches are the Cabernet Sauvignon 2002, a dry red wine from Western Australia, a region globally recognized for the excellence of this grape, and the Chardonnay 2008, a dry white wine crafted from one of the most cultivated varieties in the region.
Distributed through its own e-commerce and specialized points of sale, such as wine shops, gourmet markets, and premium supermarkets, Mytra Wines speaks to an audience that values authentic experiences and appreciates the expression of terroir.
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