Challenge
This is how this story goes: Kátia found out she had a health problem that forced her to change her diet. When she looked for dishes that merged health and taste, she discovered - to her astonishment - that there was next to nothing in Funchal. But Kátia is the kind of person who doesn’t let something like that stop her. She raised her head, and her wooden spoon, created some recipes and started cooking. A vocation was born, made of natural, nutritious and organic, brunch-style dishes. She wasn’t all by herself. Her cousins, Catia and Sara, were by her side. Their families were the first to try them. The success was such that they decided to share them with all ‘funchalenses’ and tourists. The restaurant-bar-brunch-bar-project was born.
Work
We wondered what we should call such a restaurant.
The name. Prima Caju (Cousin Cashew) was the chosen name. It is a home-style brunch restaurant created by 3 cousins, on the ground floor of a historic building in Funchal, called Caju.
The logo. The word Prima acquired an elegant handwritten typeface to enhance its family origins; Caju gained a variation of a classic Portuguese typeface, the Grifo, which accentuates a return to culinary and architectural origins. The typographic tensions seemed to illustrate the culinary tensions of a restaurant where taste and health seek to live in harmony.
The graphic backgrounds were presented with illustrations of gastronomic products, created by the talented Pedro Lourenço (Tiger Bastard), offering a halo of countryside and nostalgia to the visual ID.
The color palette alternates between coral and natural green to salmon, punctuated with white and natural brown - all colours drawn to the organic intensity of home cooking.
Every piece - from the website to the packaging, from the menu to the interior design - seeks to create an atmosphere that breathes tranquillity, where dining is a natural step to arouse a new awareness of family well-being.
