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 partners to develop an authentic Brazilian food brand which could be merchandised and franchised.
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.
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.
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.