Frater’s is a new pub proposal in the midst of a technologically connected but personally distanced world. At Frater’s what matters is the moment. The time to enjoy friends, artisanal draft beers and differentiated food. At Frater’s there are no televisions or other distractions that can interfere with this moment. It is the place where you can enjoy the good company and the relaxed chat. The here and now is what matters. Enjoy the moment…
The name was designed around a central word and its two variations. Both translate the business correctly and satisfactorily. Frater’s is a “brothers” (friends) venture, made for friends, built by friends. It is a place where people socialize and enjoy this friendship in an enviroment created for that special moment.
Frater – Etymology (origin of the word frater). From the Latin frater, “blood brother or great friend”.
Fraternity – In philosophy, fraternity is the relationship between people that is based on friendship and solidarity. The synonym for fraternity is brotherhood. It is the good relationship between men, in which feelings of affection developed by blood brothers, people who have similar feelings and opinions.Synonyms: brotherhood, harmony, affection, friendship, love, attachment, sympathy, tenderness.
confraternization – A confraternization is a socialization often between people who have similar feelings or opinions. It originates in the Latin term confraternitas, and reveals a friendly expression of brotherhood.
Customer Insight – Frater’s is where people go to socialize with old friends and make new friends. A space where the experience of enjoying the moment is the most important one and the energy between people flows naturally. The perfect place for those looking for quality craft beer and tasty food. A pleasant, welcoming atmosphere, to feel at home, surrounded by friends and family.
Business Insight – A place where friendship and the feeling of brotherhood between partners, collaborators and suppliers are the strength behind the business. Union, harmony, empathy and respect should dictate the company’s day to day. People are Frater’s biggest asset.
Design Process – the logo is a projection of friendship and fraternity between people. The loving embrace that is always recorded in meetings of friends, in pubs, restaurants. The logo shows friends hugging around Frater’s Pub, a place to enjoy the moment and celebrate friendship.
Frater’s Pub was opened in the middle of Covid’s Pandemic. But its opening was successful as far as possible with a reduced audience and it was a hit on social networks for celebrating precisely the act of hugging and gathering friends and for showing how we miss this on difficult times. The current communication reminds us that soon we will be able to meet again and celebrate friendship at Frater’s Pub.
- Agency/Creative: Hachiko Branding Studio
- Article Title: Hachiko Studio Creates Brand For New Pub And Celebrates Friendship
- Organisation/Entity: Agency, Published Commercial Design
- Project Type: Identity
- Agency/Creative Country: Brazil
- Market Region: South America
- Project Deliverables: Brand Advertising, Brand Architecture, Brand Creation, Brand Digital Design, Brand Experience, Brand Guidelines, Brand Identity, Brand Naming, Brand Strategy, Brand World, Branding, Graphic Design, Illustration, Packaging Design, Product Architecture, Product Naming, Research / Insight, Tone of Voice
- Keywords: Craft Beer, Pub, Restaurant, Packaging, Brand Design, Logo, Visual Identity, Visual Guideline, Brewpub