Crafting a retail experience rooted in tradition

ClientFogo de Chão

Studio team Dallas, US

Services Architecture Branding Interior Design

As an innovative response to lockdown during the pandemic, we helped reimagine the brand’s legacy through a new retail design experience where the story of churrasco continues beyond the dining room.

Let’s talk

Designed to evoke authenticity and craft, the brand identity balances heritage with modern sensibility, anchored by a nod to the legacy of the gaucho.

Guest education was a central pillar of the branding design, supported by story-driven signage, curated meat displays, and branded assets meant to guide discovery at every step.

Elegant yet intentional retail packaging design extends the brand into the takeaway moment, layering texture, storytelling, and sophistication into every guest touchpoint.

A custom wax paper turns even a takeaway moment into a brand touchpoint, tying together retail strategy and brand storytelling through pattern, heritage, and thoughtful detail.

Custom illustrations play a starring role in this branding system, reinforcing Fogo’s butchery expertise while serving as visual cues across signage, packaging, and guest touchpoints.

Inspired by the precision and symbolism of the gaucho’s knife, the design reflects both tradition and transformation. Strong lines, polished surfaces, and warm wood tones shape a setting that blends modern interior design with Brazilian hospitality, feeling both curated and approachable; where brand identity is expressed in the details.

We approached the design as an opportunity to translate the energy of the dining experience into a curated retail environment. The spatial layout centers around the butcher counter, framed with clean lines and rich materials to elevate function into focal point. Sightlines and adjacencies were composed to support intuitive flow, guiding guests from meat selection to wine, charcuterie, and beyond. Every detail, from lighting to fixture design, reinforces a sense of craft and care, mirroring the precision of the gaucho’s blade in both form and function.

Branding strategy goes beyond the logo design. It’s embedded in how the space is styled, from curated product displays to the visual storytelling.

Every guest touchpoint is intentionally crafted. A bespoke packaging design—inspired by woven South American baskets—adds texture and authenticity, while the illustration style lends a sense of intimacy and intention, offering a visual cue to the hands-on nature of the experience.

This brand extension shows how thoughtful concept design can elevate function into feeling, creating a space that invites connection, encourages discovery, and extends the guest journey beyond expectation.

Bringing the experience home with branded recipe cards extends the customer journey beyond the restaurant, blending retail collateral design with brand storytelling in a refreshing and unexpected touchpoint.

Branded touchpoints like these retail bags reinforce brand recognition and extend the guest experience beyond the restaurant, grounding every takeaway in heritage, craft, and care.

Natural materials and custom illustrations elevate the retail design experience while honoring the artisanal roots of traditional butcher shops and the legacy of the Brazilian gaucho.

Materials become part of the premium retail strategy, reinforcing the quality of the offering while deepening the guest’s connection through touchable, tactile design.