ABOUT

Concept
The CP1987 branding project aimed to refresh and modernize the identity of the establishment while maintaining its roots and traditional appeal. Inspired by the local culture and the evolution of the business, the concept focused on capturing the essence of Icaraí's beachfront promenade, a significant landmark in the area, to resonate with the community.

Execution
Drawing from the geometric lines of modernist art and the nostalgic elements of the original 1987 "Sandubas" logo, the brand identity was crafted to evoke a sense of freshness and innovation. The application of the logo in a diagonal/vertical orientation aimed to disrupt traditional norms, while relocating it beneath the iconic stone archway of the building symbolized a new chapter and heart of the establishment.

Results
The rebranding effort successfully positioned CP1987 as a contemporary yet authentic destination for fast-casual dining, appealing to a broader demographic, particularly younger audiences. The vibrant color palette, inspired by the diverse range of juices offered, added a refreshing touch to the brand's visual identity, reinforcing the message of freshness and quality. Furthermore, the packaging design effectively communicated the unique attributes of each product, enhancing the overall customer experience and perception of the brand.