/ PROJECT · CAMAROTE RED
Camarote RED
RED Burger's first entry into the Salvador Carnival, taking the brand out of the restaurant and into the middle of the party.
The context
RED Burger wanted to take part in the Salvador Carnival for the first time. The challenge was not advertising during the party: it was building a space people would want to be in, true to the brand, inside one of the most intense cultural experiences in the country.
A Carnival box competes with everything around it: sound, light, crowds. If the identity didn't have enough presence, it would simply disappear in the middle of the parade circuit.
What we did
We built the creative direction on the energy of the party: high contrast, saturated color, hand-drawn typography and graphic elements that echo percussion and movement, without giving up the personality RED Burger already had.
The result went from signage to experience: a space recognizable from afar, which earned spontaneous coverage from the crowd and positioned the brand as part of the city's culture, not just a sponsoring burger restaurant.
