Guido Café & Co. — Experience-Led Brand Identity

A simple coffee that turns into an experience.

Guido is a specialty coffee shop in Canoas, in the south of Brazil, where the room and the hospitality are as much a part of the product as the coffee itself. The brand had to feel like that before anyone walked in.

From the brand strategy to the visual expression, every detail was designed around what the business actually offers: a welcoming promise of an uncomplicated lifestyle, where a simple coffee becomes an experience.

Two elements carry the whole identity. A handcrafted serif typeface gives it seriousness, and an illustrated dog gives it good humour. Between the two, it becomes a place that takes coffee seriously without taking itself too seriously.

The identity lives on the things people actually hold: cups, boxes, bags, menus and merchandise. The dog turns up in different poses and moments across all of them.

Brand strategy and positioning. Visual identity and the illustration system. Packaging, including cups, boxes and bags. Menus, signage and in-store materials. Merchandise.