This brand identity feels like comfort food

Welcome back to Brand ID Weekly!

This week we’re looking at a project that blends two worlds: Italian heritage and Brazilian soul. The identity explores warmth and memory through colors, shapes, and typography inspired by Soviet posters and vintage food labels, while balancing it all with a contemporary edge. Incredible work by ROOOOOSA.

This brand is so unique and full of character.

Let’s dig in…

The mark is a bold symbol of heritage and flavor. The flexible lockup system works great across applications.

The deep red feels rich and grounding which works with the tradition, warmth, and passion behind Italian cooking. Paired with the light blue, the contrast comes alive, adding freshness and a playful lift that channels Brazilian energy.

The badges are beautiful and on brand. They mix bold type with playful shapes, turning everyday phrases into little stamps of character.

From The Brand: The packaging is honestly my favorite part. It doesn’t feel overdesigned or fake just super natural, like it’s been around forever but still looks fresh. The colors pop, the badges give it character, and it all ties back to the vibe of the food. It’s the kind of stuff you’d keep on your counter because it actually looks good sitting there.

From The Brand: This project was born from the meeting of two cuisines and two cultures: Italian heritage and Brazilian soul. The goal was to create a visual identity that translates this blend with warmth, exploring colors, shapes, and typography inspired by both Soviet posters and vintage food labels, while embracing a contemporary aesthetic. The result is a living graphic system that carries the weight of tradition and the lightness of reinvention — just like Lucas’s cuisine: made of memories, flavors, and encounters.

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