← Work · Restaurant · Bauru, Brazil
Convíviosince 1975
A historic Bauru restaurant that nearly closed its doors and filled the sidewalk again.
- Client
- Convívio Restaurante · Bauru, Brazil
- Scope
- Logo, brand guide, menu, glass, napkin holder, beer coaster, photo wall and 50th anniversary seal
- Year
- 2022 · 50th anniversary seal in 2025
- Highlight
- A brand the public embraced from day one
01 — Where it started
Founded in 1975, the Convívio was once where Bauru came together. By 2022 it was about to close its doors.
On weekends, the sidewalk and the square out front used to be packed with tables. Over the years, business slowly dropped off. After the pandemic, the image was worn out and there were hardly any customers left.
That was when Zé Guilherme bought the restaurant. He had been going to the Convívio with his own family since he was a boy, and the place belonged to a childhood friend’s family. Together with his partner, Pablito, he wanted to bring the good old days back.
02 — The brief
A new brand that looks like it was always there.
The logo had to carry the classic spirit of 1980s Brazilian bars and, at the same time, work as a tribute to Bauru, an ode to the feeling of being from there.
03 — The recipe
Three things everyone in Bauru recognises.
The tiles that lined the Convívio’s inside walls gave the brand its blue and its Portuguese spirit.
The oval aluminium platter, the one that carries the fried chicken bites and the ribs to the table, became the outline of the logo.
The Parque Vitória Régia amphitheatre, right across from the restaurant and Bauru’s best-known landmark, sits at the centre of the symbol.
Blended together, they became a spirited logo that looks like an old establishment and feels like Bauru.
04 — Construction
Ellipses inside ellipses.
The name runs along the arc of the platter, each letter set on radial guides. At the centre, the amphitheatre’s panels were drawn from overlapping ellipses.
05 — The brand
Tile blue, sign-painter letters.
The name is set in Handshop Typography, drawn like a hand-painted sign. “Restaurante” and “Desde 1975” use Backcountry. A quick brand guide set out the colours, versions and uses for anyone applying it.
06 — On the table
Where customers actually touch it.
Beer glass, napkin holder and coaster: the pieces that pass through every customer’s hands and repeat the brand all evening.
07 — Menu
From fried chicken bites to draught beer.
Front and back in the same blue, with headings in the brand typeface and the badge at the top.
08 — The space
A wall to take home on your phone.
Sign, photo wall, bar wall and entrance mat. The photo wall was made for customers to shoot and spread the brand around town.
09 — The comeback
The sidewalk filled up again.
The public embraced the brand straight away, and the tables filled up again in the late afternoons.
Today the Convívio is one of Bauru’s leading restaurants for regional heritage, and it keeps growing in customers and relevance.
10 — 50 years · 2025
1975, 2025 and the same sidewalk.
Three years after the turnaround, the Convívio turned fifty. The anniversary seal puts the 50 at the centre, the two dates on either side and the restaurant’s badge just below.
11 — Deliverables
- Logo & compact version
- Quick brand guide
- Menu
- Beer glass
- Napkin holder
- Beer coaster
- Photo wall
- 50th anniversary seal
- Creative direction & design
- Gabriel Vitiver
- Client
- Convívio Restaurante · Zé Guilherme & Pablito
- Period
- 2022 · 50 years in 2025