Altos da Borges Burger Visual Identity Project

Altos da Borges is a well-established brand in the food industry, known for offering a variety of culinary experiences — from Italian cuisine to Japanese dishes, executive meals, and homemade-style food, and now expanding into the world of handcrafted burgers. Carrying a strong seal of quality, the brand grows with the mission of delivering not just meals, but gastronomic experiences that combine flavor, agility, and excellence.

This visual identity project was created to represent this new phase, maintaining the brand’s tradition and credibility, now entering the artisanal burger universe.

The name “Altos da Borges”, positioned at an upward angle, symbolizes growth, evolution, and ambition, reflecting the brand’s vision of becoming a reference in the handcrafted burger market. The circle that surrounds the logo resembles a shield, representing protection, strength, tradition, and trust, reinforcing the brand’s commitment to delivering high-quality products. The tagline “Hamburgueria Artesanal”, placed at the center of the shield, plays a key role in the identity, clearly highlighting the brand’s purpose and focus on offering products made with care, craftsmanship, and excellence.

The combination of these elements not only strengthens the visual identity but also conveys the idea of a quality seal — a stamp of approval, directly connected to the slogan “Carimba que é Altos”. This concept reinforces that every burger carries the same level of quality, tradition, and excellence that has always been part of the Altos da Borges story.

The biggest challenge in creating the new visual identity for Altos was to develop a brand that is not only unique and memorable but also scalable and adaptable for future franchise expansion. The responsibility is even greater since Altos is already recognized for its gastronomic excellence across multiple areas, which demands a strong, consistent identity aligned with its high standards of quality.

The color palette for Altos' visual identity was carefully chosen based on the psychological impact of colors and the need to communicate the brand’s values while enhancing the customer’s experience effectively.

Black conveys sophistication and premium quality, while purple adds a touch of creativity and luxury. Beige and brown provide warmth and authenticity, balancing the palette. Yellow and orange, as warm colors, are used to stimulate appetite, reinforcing the idea of hunger and desire — essential for a pleasant and engaging gastronomic experience. Together, these colors create a visual identity that is both energizing and sophisticated.

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