Baron Gastrobar

After the briefing meeting with the bar's partners, it became clear that they were looking for something special. They wanted something that would stand out from other bars in the city (Indaial, SC) and the surrounding region. The goal was not only to create a unique visual identity but also to deliver a more immersive, conceptual, and memorable experience — a true differentiator.

Concept

A series of drafts was created until the name Baron was defined. The choice came from a wordplay between “bar” and “on,” while also evoking the sophistication of the environment through a noble title. The brand also references a classic from literature: Baron Munchausen, whose character is inspired by Karl Friedrich Hieronymus, Freiherr von Münchhausen, a German nobleman from the 18th century who truly existed. He became famous for telling exaggerated stories about his experiences as an army officer, always with a humorous and fantastical twist.

Among his legendary feats are episodes such as flying through the sky riding a cannonball and a journey to the Moon. All of this resonates perfectly with the bohemian atmosphere of a bar and with the German heritage of the immigrant community in the Vale do Itajaí region.

Identity

During the time of Baron Münchhausen (1720–1797), the artistic movement known as rococo emerged, marked by elaborate ornamentation and aesthetic detail. This style, combined with modern elements, served as the foundation for the development of the project’s visual identity. In addition, both the interior and exterior spaces were designed in collaboration with the architects, aiming to create an immersive and striking atmosphere.

sketch for sculpting a bust

Branding: naming, logo, visual identity, illustrations, art direction, ideas for internal and external communication