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(SÃO PAULO · BRAZIL · 2025)

(RESTAURANT)

183 RESTAURANTE
& ROOFTOP BAR

ABOUT

183 is a new restaurant and rooftop bar in a vibrant small city just outside São Paulo. 
Split across two stories, the space offers two distinct moods: refined, comforting classics downstairs and shareable plates, sunset cocktails, and live music upstairs. The menu draws from the chef’s childhood memories. Dishes once made by his grandmother, now reimagined as modern interpretations. Architecturally, a mix of influences grounded in Brutalism forms a bold, sculptural facade. At the center of it all is a five-meter-tall window that frames the open kitchen, creating an immediate connection between the street outside and the restaurant inside.

CHALLENGE

There was no single label for the kitchen. Dishes inspired by Italy, Brazil, Mexico, the United States, and France shared one menu. Some plates are slow-cooked classics, others light and made for sharing. At the same time, the ground floor dining room and the rooftop bar each set its own mood and attracted its own crowd. Our task was to shape one visual voice broad enough to hold every flavor, adaptable enough to speak to both a family lunch downstairs and a rooftop crowd upstairs, and expressive enough to be recognizable across every touchpoint. Finding the right balance between all of these scenarios was at the heart of the challenge.

SOLUTION

The concept began with the window.
 Not just an architectural feature, but a feeling. A window is an invitation, a glimpse, a threshold. At 183, it became the metaphor that shaped everything: a window to feeling good. We let that idea lead the identity.
 The window’s large glass panels became a modular grid that shaped the logotype and a custom display typeface. Each letter mirrors the geometry of the glass panes, translating architecture into graphic language. From there, the entire system unfolds. To offset the rigid lines, we introduced a softer, rounded secondary typeface, bringing in the warmth and ease of plants over concrete, the joy of sharing food, and the feeling of a long lunch. A handwritten script captures the human presence in the space, adding a personal layer. Illustrations sketched by hand reinforce this balance, placing organic imperfection beside clean, bold geometry. The window’s grid continues through the system. Menus, posters, packaging, and digital layouts all follow its rhythm. Photos are treated like moments framed by the real window. A bowl of pasta here, a cocktail glistening there, each one captured like a fleeting scene. By anchoring the identity in a single architectural gesture, we created more than a visual system.
 We built a lens, a way to see, feel, and experience the restaurant even before stepping inside. 
An identity that holds multiple culinary influences while staying unmistakably itself.

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