jota is a hamburger restaurant from the creators of z-deli, built around the pleasure of a simple, well-made burger. the challenge was to turn that idea into a distinctive identity that could work across the eating experience and support the business as it expanded.
through a design sprint, we connected the brand concept with its visual language, touchpoints and architectural references. a gestural logo, a predominantly green palette and playful graphics give jota its direct, lively character. individually shaped stickers make each burger easy to identify, bringing the same attention to a practical detail of the service. the first restaurant opened in são paulo in february 2021.
rodrigo santos