Caipira Cachaça

Caipira Cachaça is a Brazilian rooftop Boteco located in the center of Ho Chi Minh City, Vietnam. A double-decker rooftop lounge, the concept is reminiscent of the good old days of the countryside in Brazil when life was simple. Each of their specialty signature cocktails are hand-picked from Brazilian and South American mixology and hand crafted using only the freshest and finest all natural ingredients sourced from local markets, offering Saigon’s best cachaça-based cocktail. The bar also prides itself in being 100% plastic free, finding innovative ways to replace straws, take out containers, and renewable materials.

Branding Inspiration

At the heart of Caipira Cachaca’s concept is the nostalgia of a Brazilian “Caipira” (farm worker) and an atmosphere of Brazilian countryside. At the core of the brand is the sense of a simple, well-crafted, cozy experience, surrounded by raw materials of the countryside and old Bolero music setting the ambiance. Furthermore, the establishment prides itself in the finest and most authentic Cachaca-based cocktails in the city.

Based on these attributes I knew the branding had to marry both the nostalgia and high quality hand-mixology as well as the nostalgia of an old soul Caipira. I found this perfect marriage in references to vintage Cachaca labels, and created several options of handmade typography for the brand fonts. A three-barred armadillo is used as the logomark, representing the countryside of Brazil, with textile patterns contained in the bars, representing the culture’s strong relevance in handmade craft.

Logo Process

Color Palette

Caipira’s color palette is an earthy blend of rust reds, dusty pinks and natural greens inspired by the Brazilian countryside and especially of sugar cane, the natural sweetener used Caipira’s cocktails and representative of the brazilian countryside and Caipira farmer.

Logo Revision

Phase II of the logo revision included 3 client favorites, revised using the final color palette and finished with a worn surface.

Final Logo Design

Menu Illustrations

Illustrations for drinks menu are inspired by 1960’s Brazilian tiki design. Each is meant to integrate seamlessly into the concept for the drinks menu – a field notebook of a Caipira, with all illustrations replicating that of a Caipira’s sketches and notes of their life.

Hand Drawn Typography

Hand drawn typography for each menu heading inspired by vintage hand drawn signage found throughout Central and South America.

Menu Design

A 22 page drink menu, drawing from the idea of a Caipira’s lifestyle – a field notebook containing their drawings and notes from daily life. Each illustration is inspired by 1960’s Brazilian tiki poster design and finished with a worn brush effect, giving it the feeling that it has lived a well-used life in the pocket of a Caipira field worker. All pages are printed on recycled paper to reflect the eco-friendly concept of the bar.