Torna
Strategic brand and positioning project for Torna Pub.
Client
Arthur Zanon
Timeline
6 Weeks
Services
Brand
Web
Solutions in the areas of
Introduction
Torna Pub was born from the desire to create an analog refuge in the heart of Miguel Pereira. Inspired by Japanese listening bars and guided by values such as authenticity, nostalgia and human connection, the project offers more than just a bar. It is a full sensory experience that blends curated vinyl music, locally inspired cuisine and a welcoming atmosphere that invites people to slow down and reconnect with what truly matters: the present moment.
Challenge
The main challenge was to position Torna as a distinctive space in a landscape crowded with generic and uninspired bars, both regionally and nationally. The goal was to craft a brand identity capable of connecting with a wide range of audiences, from nostalgic young adults to experience-seeking tourists, while expressing the concept with depth and clarity. It also required a name that was meaningful, symbolic and instantly relatable, without falling into clichés or superficial messaging.
Solution
The solution began with a deep strategic exploration of the audience's values, emotions and aspirations. These insights guided the creation of a brand that balances tradition and modernity through minimalist sophistication. The name Torna captures this essence by evoking a return to roots, to analog sound and to meaningful human connection. The entire identity was designed to offer a multisensory experience that values the silence between notes, the warmth of tactile materials and the emotional resonance of memory. Every element, from the naming to the customer journey, was crafted to deliver cultural relevance and emotional impact.
