Devaneio do Velhaco

Devaneio do Velhaco (Old Rogue’s Daydream in Portuguese) is a brewery and brewpub in Porto Alegre (Brazil). The business idea was born after one of the partners received the mission of opening a brewery from his deceased grandfather, Salvador. The requested location was his old house, in the Historic Center of the city.

The brewery's objective was making unexpected, unimaginable beers with the highest possible quality. Based on that, the central idea of the project was created: “to provoke the liquid state of the art”.

For the visual identity, an exclusive lettering was developed and printed on a "blank canvas". It made possible to create different lettering distortions through the handling of the fabric, making direct reference to the surrealism of grandpa’s namesake: Salvador Dali.

A daydream of the unconscious? The truth is the story started with a delusion that was consciously exalted to refer to the distortion of reality. Devaneio do Velhaco is an invitation to the open-eyed dream.