Red abstract patterned background with a small white geometric logo in the center for Brasero Chicago
Seafood dish with shrimp, mussels, fish, and cilantro on a brown plate, served with lime wedges on a green tiled table.
A collage of various red line drawings on a beige background, including a smiling sun, snake, cat, woman giving a presentation, dog, man playing guitar, multiple stars, birds, a rabbit, and a lion.
Close-up of a table with various dishes, a person's hand holding a glass of a cold beverage with ice and black straws, a fork and beige plates on the table, and a partially visible menu with the word 'BRASERO' written in red.
A chef grilling food over an open flame in a professional kitchen, with flames visible, grilling tools, and plates on the counter.
Brasero Restaurant Branding - Artwork

Brasero | Restaurant Brand Identity

Conceived in South America, born in Chicago. We call her Brasero.

Veteran Chicago chef John Manion and the team that created El Che Steakhouse tapped HiFi to develop the brand identity for their next venture: Brasero. A nuanced, complex, and fiery culinary expression of contemporary South American. The brand identity harnessed memories of Manion’s childhood living in Sao Paulo, delivering a fresh expression alongside his signature style of elevated open fire cooking with unmatched flavor combinations.

Brasero has quickly been recognized for being one of the “The 10 Best New Restaurants in America” by Robb Report and “The Hottest New Restaurants in Chicago” by CS Modern Luxury.

Red text spelling 'BREASTCARE' in a handwritten style with a shadow effect.

Hifi worked with the Brasero team to conjure the collective spirit of Chef John Manion’s past, present, and future. The task of connecting fleeting moments and memories of Manion’s childhood in Sao Paulo to Chicago’s west town provided inspiration for the vibrant brand to follow.

“The design process, when it works, is a lot like therapy. You need a guide you can trust and you have got to do the work. HiFi knows how to get to the core of the concept and coax the best version of the vision out of you.”

— John Manion, Owner & Chef, Brasero

Top-down view of a seafood dish on a brown plate with shrimp, mussels, and cilantro, accompanied by lime wedges, crushed ice with lime slices, and a glass of lime beverage on a tiled table.
A man with a beard and tattoos on his right forearm, wearing a denim shirt and black apron, standing with arms crossed in a restaurant kitchen.
Two people sharing baked oysters topped with seasoned herbs and sauce on a white plate at a wooden table.
Silhouette of a person wearing a hooded sweatshirt pointing towards the right, with a rectangular outline around the arm.

HiFi Brands worked with the Brasero team on every aspect of the branded experience, organically integrating brand voice throughout, including website, menu design, apparel design, collateral, photoshoot art direction, and interior murals and artwork.

A glass of rosé wine on a black and white stone-patterned table, with a white menu partially visible beside it.
Red banner with black text saying "¡Ámame!" diagonally across a black background.

“From inception to delivery HiFi was our creative partner in bringing Brasero to life, and I can’t imagine having done it any other way.”

— John Manion, Owner & Chef, Brasero

A red line drawing of a lighter with the word 'BRASERO' on it, an open lid, and a flame.
A person pouring cans of Viva Lata Lager beer into a glass.
Photograph of a leather-bound menu on a table surface, with a large group photo of people at a beach on the left page and a red wine menu with white text on the right page.
Red wine list with white sun logo face and the text '100 WINES for Under $100'.
A man wearing a red and beige patterned cap labeled 'BRASERO' and glasses, looking down, in a dark indoor setting.
Three cocktails on a tiled table: a red drink with foam in a stemmed glass, a yellow drink with ice and mint in a tall glass, and another yellow drink with ice and a pineapple leaf garnish in a short glass.
Outline drawing of a wild cat, with the words "VIRA LATA" written across its body in red.
Indoor setting with various potted green plants against a painted brick wall, with a black and beige design on the wall.

HiFi Brands collaborated with interior designers Siren Betty Design to develop integrated murals and artwork that fit the brand and vibe of the experience.

Photo of a beach scene seen through a decorative fence. The scene includes a woman in a bikini standing next to a blue and red parasol, and a man sitting on the sand, shirtless and in swim trunks, holding sunglasses. The background shows a crowded beach with people, palm trees, and mountains.
Three boxes of BRASER wood-fired Latin-inspired incense sticks on a tiled surface near a potted plant and a lamp.
Red irregular shape on black background
Apparel design for Brasero Chicago
Apparel design for Brasero Chicago
Apparel design for Brasero Chicago. Restaurant apparel design.
Custom pin design for Brasero Chicago.
Interior of a modern restaurant with round tables, wooden chairs, a curved upholstered bench, potted plants, and contemporary wall sconces.
Brand identity and packaging design of custom beer label for Brasero. Marz Brewery collab Vira Lata Lager.
Two glasses with cocktails on a table with colorful lighting and shadows.
Close-up of a person wearing a colorful cap with the word 'BRASERO' on it, eyes closed.
A stylized red rooster with a black background.
A stylized illustration of a person with curly hair and a beard, raising a fist in the air, depicted in red on a black background, symbolizing protest or solidarity.
Close-up of a glass door with a decorative geometric Brasero logo, reflecting a parking lot with cars outside.

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