We undertook an holistic brand review, layered in the business challenges and
identified an opportunity to strengthen the brand and how it communicates to its
audience and community, by expressing it through its cultural roots. The authentic
origins of Brazilian Gaúcho cowboys, cooking high-grade skewered meats over open
campfires, served an excellent opportunity to create an engaging storied experience.
To maximise the authenticity of the Gaúcho campfire experience we deployed a sensory experience - the tangible smell of the roasting meats mixed with the aroma of fresh herbs on a nearby vertical wall;
the theatre of the overhead timber ‘kindling’ above the sociable circular seating; the background sound of crackling logs mixed with energy and tempo of Brazilian Samba - we’ve created an unforgettable Brazilian cultural dining experience.
The brand experience extends beyond the physical restaurant space - take-away packaging - customers are able to recreate the restaurant campfire wherever they are, and a social media platform that responds and continues the story.
