This version pulls Casa Berlim back upmarket: calmer, warmer, more polished. The uniqueness is now in the details — monograms, Porto tile rhythm, restrained packaging, and deadpan copy — rather than making the whole brand shout.
Keeping the earlier strategic routes, but smoothing the edges: sophisticated first, playful second. Each direction can still support funny campaigns, but the shop itself should feel grown-up and desirable.
Deep espresso, cream paper, quiet gold. The premium route: giftable boxes, polished menus, intimate evening coffee. Distinctive through restraint, not ornament.
The funnier route, now more editorial than cheeky. Think small deadpan lines on receipts, cups, posters and box interiors — never bubbly, never forced.
Porto tile rhythm, but softened and abstracted. Elegant enough for an upmarket room; local enough to feel rooted. Ideal for interiors, wrapping paper, napkins and signage details.
The contemporary route: richer aubergine-black tones, cropped typography, slightly fashion-adjacent. Good if you want the shop to feel cooler, but this version keeps it polished.
The brand should feel expensive in the hand. The humour can appear as tiny details — a receipt line, box interior, cup warning — not as the main visual identity.
Cream or blush cups with a quiet CB mark. Rotating one-liners sit small near the rim: “contains optimism”, “second cake pending”.
Dark boxes, refined seal, minimal exterior. The joke lives inside the lid so the product remains premium from the outside.
Funny, but adult. The tone should sound like a stylish friend quietly enabling you, not a brand trying too hard to be quirky.
The campaign admits the little lie at the heart of Casa Berlim: people walk in for coffee, then leave with cake, a box, and absolutely no credible defence.
A warm bossa-lounge launch song: stylish, Porto-adjacent, lightly funny. It can be used as a 30-second reel hook or extended into a full opening-week track.
Elegant Portuguese-influenced bossa nova lounge pop, 92 BPM, upright bass, brushed drums, nylon-string guitar, soft piano, light vibraphone, café ambience, warm intimate alto vocal. Premium and witty — not a novelty jingle.Hook: Casa Berlim, I was only getting coffee / now there’s sugar on my sleeve / A beautiful place for unserious decisions / Casa Berlim, please don’t make me leave.
This is the best balance: clearly upmarket, beautiful on packaging, rooted in Porto, and still flexible enough for witty campaigns. Use the humour as a restrained copy system, not the visual foundation.