I had the pleasure of working with Fogo de Chão, a renowned Brazilian steakhouse, to design a few creative projects that showcased their brand and offerings. My role included conceptualizing unique ideas that aligned with their identity. From crafting visually striking materials to developing compelling messaging, I executed each project with attention to detail and a focus on engaging their audience. These efforts helped elevate their marketing campaigns and strengthened their connection with customers.

ART DIRECTION STRATEGY COPYWRITING

Fogo de Chão

Crumpled paper with the word 'SALE' written in large red letters on a black background.
A plastic toy knife with red and black coloring on a black background.
Close-up of a piece of meat being cooked on a grill with flames and sparks, with text overlay reading 'Fogo de Chão'.
A 2024 calendar with a group photo of people in uniform holding a sign that reads 'A sign that you need more fog'
A wall calendar for January 2024 with a photo of a young girl holding a cardboard sign that reads "Dry January, Not Dry Steaks". The girl has long dark hair, is dressed in a gray outfit with a red tie, and has a pencil in her mouth. She is standing in a grocery store aisle behind the calendar.

A Sign You Need More Fogo

In honor of National Gaucho Day, Fogo de Chão celebrated their Gauchos and Gauchas with a calendar highlighting some relatable Fogo moments. We took inspiration from the “Guy With a Sign” meme and put our own twist on the trend. These calendars were sold in each U.S. location throughout the year, and $5 from each purchase was donated to No Kid Hungry—allowing consumers to learn more about the brand’s personality, and the amazing history Gauchos bring to the table all while supporting a worthy cause.

This project required a heavy lift due to the many moving parts and a tight deadline. I helped coordinate and plan the shoot, jumped in for photo retouches, and ultimately designed the final look.

Black packaging with gold and white accents, labeled 'Fogo de Chao', scattered on a light-colored surface.
roll of decorative wrapping paper with red and gold seasonal designs, including phrases like 'Fogo de Chao', 'Tis the Season to Sizzle', and 'Walking in a Gaucho Wonderland' on a beige background.

That’s a Wrap

To celebrate the holiday season, I designed a holiday-themed wrapping paper for Fogo de Chão. The design blended traditional holiday motifs with nods to Fogo de Chão's Brazilian heritage. To amplify the campaign, we partnered with Flora Springs, a distinguished wine company, and curated gift packages featuring the wrapping paper, premium wine, and exclusive Fogo de Chão dining experiences. These packages were sent to select influencers as part of a targeted social media campaign; generating engagement across platforms and showcasing the brands' holiday spirit during the festive season.

Photography: Fogo de Chao

Three smartphones displaying photos of a woman holding a wrapped gift box with a red ribbon, with festive holiday backgrounds and tags.
Four decorative red and white holiday-themed posters with festive phrases: 'Tis the season to sizzle,' 'Walking in a gaucho wonderland,' 'There's snow place like Fogo,' and 'Be naughty and indulge a little,' each with decorative flourishes.

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