The “Lanchonete da Cidade” has always evoked the nostalgia of traditional old-fashioned burger joints, but in 2018 it underwent a major renovation that brought even more of São Paulo’s essence into its stores.
With the emergence of several high-quality burger joints in the culinary scene, it became necessary for the Lanchonete to communicate more impactfully, clearly conveying this shift occurring in the restaurant landscape. Our challenge was to develop a concept and art direction that would reposition LC as an authentic representative of São Paulo’s culinary culture. Thus, we created the concept: “Lanchonete da Cidade: Deliciously Paulistano.”