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Client

Brazooka

Sector
Hospitality
Disciplines
Strategy
Brand Naming
Brand Culture
Design
Digital
Packaging
Venture Creative
Custodianship
Verbal

Giving you ‘The Full Brazilian’ churrasco experience

Brazooka (formerly known as BBQ Brazil) is a Brazilian BBQ restaurant based in New Zealand. Brazilian BBQ, traditionally known as Churrasco is a very popular and social dining experience in Brazil. The idea is you pay a set price for the food and you can eat as much as you like - simply sit back and relax as a variety of delicious skewers, sides and deserts are brought to your table. We were asked to join the team as parters to develop an authentic Brazilian food brand which could be merchandised and franchised.

Brand workshops.

The original brand name BBQ Brazil was generic and lacked credibility and Brazilian authenticity. We researched South American and Brazilian restaurant brands around the world, along with the Churrasco experience to understand what made it different. We developed visual territories to explore positioning, strategy and brand name opportunities with our client workshops.

Creating the new brand name.

Full of life, colour and maybe just a little bit crazy, Brazilians are known for their relaxed and cheeky style. We were inspired by their vibrant sense of ‘Carnaval’ and along with the ‘all-you-can-eat’ Churrasco experience we created the tongue-in-cheek tag-line “The Full Brazilian BBQ”. From this we developed the new brand name Brazooka, an evolution of the Brazilian word Brazuca, meaning someone or something from Brazil and used to describe national pride in anything Brazilian (a bit like New Zealanders calling themselves a Kiwi). We also loved the fun, cheeky feel and the explosive resemblance to the word bazooka.

Designing ‘The Full Brazilian’ BBQ.

For the new brand identity we designed a custom, hand-made font as if the letters were roughly cut from old pieces of wood. Each character had six unique letterforms which could be manipulated to provide endless variety throughout application. By removing the counters (the holes within letterforms) we suggest the feeling of being full from the all-you-can-eat experience. We created a full suite of brand assets with cheeky phrasing and fun applications. Having developed the brand we continue to work with Brazooka to open franchises across New Zealand and extend into other product opportunities and merchandise, including t-shirts, badges, branded drinks and Brazilian coffee packaging.

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A little bit of Brazilian craziness.

Brazooka - The Full Brazilian BBQ - Churrasco - posters on a wall
Brazooka - The Full Brazilian BBQ - Churrasco - posters on a wall
Brazooka - The Full Brazilian BBQ - Churrasco - restaurant facade design
Brazooka - The Full Brazilian BBQ - Churrasco - new logo with wood textures
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising t-shirt design
Brazooka - The Full Brazilian BBQ - Churrasco - custom designed font
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising t-shirt design hot Brazilian and baseball hat
Brazooka - The Full Brazilian BBQ - Churrasco - split logo restaurant interior exterior
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Brazooka - The Full Brazilian BBQ - Churrasco - poster design Sao Paulo
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising and product packaging design Brazilian sauces
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising and product packaging design Brazilian sauces
Brazooka - The Full Brazilian BBQ - Churrasco - poster design Rio De Janeiro girl swimming at Copacabana
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising button pins and coffee cups
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising and product packaging design Brazilian coffee packaging Dark Gold Roast
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising and product packaging design Brazilian coffee packaging Medium and Medium Dark Roast and Decaffeinated
Brazooka - The Full Brazilian BBQ - Churrasco - Icon logo and man drinking coffee
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Propella created a vibrant, cheeky new brand which was packed with the spirit of Brazilian life and culture — so much so it made me homesick!”

Raphael Garcia
Founding Partner
Brazooka
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising and product packaging design tissue paper and burger box
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising and product packaging design Organic Brazilian Cachaça
Brazooka - The Full Brazilian BBQ - Churrasco - merchandising and product packaging design Organic Brazilian Cachaça advertising poster
Brazooka - The Full Brazilian BBQ - Churrasco - cocktail coaster using Brazilian cocktail names
Brazooka - The Full Brazilian BBQ - Churrasco - mood board
Brazooka - The Full Brazilian BBQ - Churrasco - stationery letterhead and invoice
Brazooka - The Full Brazilian BBQ - Churrasco - stationery business cards
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