They are the ones who make the Pub theirs. 

Their house.

Their family.

Their magic place.

A state of mind. A feeling you take with you. In your heart. And, why not, on your skin?

When creating a new brand, every designer has, with different degrees of aspiration, the wish that their work will make an impact. That impact may vary for each project, the objective of the brand, or even the ambition of the designer, but deep down, we all wish to create something that will touch people’s lives.

My design career has always been a more independent one. Since most of my work was done as a freelancer, I mostly designed brands for companies or entrepreneurs starting their businesses. I always enjoyed being involved with the projects at the very start, and seeing how they would evolve, grow, and how far it would get. 

The magic thing about a brand is that it can be much bigger than the design itself. A successful brand encompasses all the emotions, impressions, interactions, and memories the customers have with it. And no brand I ever designed for is better at this than Inca.

Inca, at its core, is a craft beer pub. In reality, it is much more than that. It is one of those places where people feel at home. It is a family, a place you can count on, where the owners know your name, and where you always encounter a friendly face. A place where you know you’ll always have a good time.

This is the merit of Cintia and Paulo and all Inca’s crew. They work every day to make the bar what it is: a place where everyone keeps coming back.

And that is what people are tattooing on their skins! 😲😍

I’m astonished to see something I designed 5 years ago, not only stand the test of time but be so embraced by people to the point they actually have it marked on their skins.

And I’m proud to have been part of the beginning of this beautiful story, and looking forward to seeing where it will still go.

Cheers!