Benjuá is a captivating blend of café and flower shop nestled in the historical centre of Porto Alegre. This branding project, brought to life by me and the team at BDS | Breathe Design and Strategy, was a personal endeavour for a remarkable woman with a background in biology, specialising in plants. Known for her sweet disposition and genuine care for each client, whom she affectionately calls "friends of Benjuá," the owner inspired us to create a brand that mirrors her friendly and caring nature.

Our journey began by defining a brand personality that would radiate the same warmth and friendliness as its owner. Drawing inspiration from her background, we decided to infuse the visual language of Benjuá with elements reminiscent of old botanical books. This vintage charm, combined with a modern touch, created a unique and inviting atmosphere that beckons visitors to step inside and experience the magic.

In our research, we delved into the rich history of giving flowers as gifts, uncovering the deep meanings that each bloom once carried. This exploration led us to a powerful realisation: we could revive these forgotten traditions and imbue Benjuá with a sense of timeless elegance and significance. Thus, the name "Benjuá," originally a blend of the owner's daughters' names, took on new life as a fictional flower—a symbolic "ingredient" in the café's delightful pastries.

My role in this project was both fulfilling and challenging. I had the privilege of creating the entire visual concept for Benjuá and crafting illustrations in a painterly style that evoked the charm of hand-drawn botanical sketches. One of the most exciting aspects was conceptualising the Benjuá flower itself, a whimsical creation that invites visitors to guess its origins and meanings. This playful challenge adds an interactive element to the brand, fostering a deeper connection with Benjuá's patrons.

Additionally, I contributed to the brand and business strategy and the verbal language that was carefully crafted to use flowers as symbols for telling stories and building relationships, enriching every interaction with a touch of poetic beauty.