Uluru Coffe

Desafio

During a period of rapid expansion, Ulurú Coffee broadened its menu, extended its operating hours, and opened new locations across Belo Horizonte. This growth revealed the need for a strategic brand repositioning: the brand needed to evolve to match the maturity of the business and clearly express the restaurant’s new value proposition.

The previous positioning, rooted in the “Coffee & Brunch” concept and represented by a boomerang with graphic motifs, no longer reflected the breadth of the experience Ulurú had come to offer. The expansion required a brand positioning capable of expressing a more comprehensive, welcoming, and sophisticated universe.

The challenge was to reposition Ulurú Café with a broader experiential vision, strengthening its presence as a brand and creating a visual expression aligned with the business’s new phase and the continued growth of its network.

Solução

Tato Brasil developed Ulurú Coffee’s new brand positioning based on the narrative “The flavors life brings,” which now guides the brand’s expression and expands its emotional and strategic territory. This strategic foundation led to a complete redesign of the visual identity, aligning purpose, business positioning, and visual expression into a coherent and distinctive system.

The new identity was applied through a dynamic visual system that extends across the entire ecosystem of the café: signage, packaging, digital communication, and printed materials. The result is a brand fully prepared for its next stages of expansion, visually consistent, emotionally resonant, and authentically connected to its audience. An expression that genuinely and contemporarily celebrates the flavors life brings.