RESTAURANTE K100
BRAND DESIGN
Brazilian food restaurant
Brazil – Sao Paolo
ABOUT
K100 is a Brazilian restaurant based in São Paulo that celebrates the comforting essence of homemade food and family gatherings. More than just a place to eat, it offers a warm and welcoming environment where flavour, tradition, and togetherness come first.
The restaurant’s name, Kassein, translated as K100, carries deep personal meaning for its owner, an entrepreneur who has proudly used the name since the 1990s in honour of his grandfather. While the name has Arabic origins, K100’s soul is entirely Brazilian, inspired by the country’s rich culinary heritage and the heartfelt experience of sharing a meal with loved ones.
Every dish served reflects this sense of belonging and warmth, blending authentic flavours with a feeling of home that defines the restaurant’s identity.
CHALLENGE
The main challenge in this project was to design a visual identity that captured the warmth and familiarity of Brazilian home-style cuisine while respecting the cultural and personal heritage behind the restaurant’s name. Kassein (K100) has Arabic origins and a strong family significance for the owner, but the restaurant itself focuses entirely on Brazilian gastronomy.
It was important to create a design that honoured the story behind the name without visually associating it with Middle Eastern culture. The challenge lay in finding a balance, creating an identity that felt authentic, emotional, and connected to Brazil’s culinary spirit, while maintaining a sense of timelessness and sophistication.
The result is a brand that celebrates comfort, family, and tradition, bringing together personal legacy and national flavour in a cohesive and heartfelt visual expression
