Piquiras is a beloved culinary institution in Goiás, with over four decades of history serving quality, tradition, and hospitality. As the brand expanded its presence with new formats and a growing audience, it became clear that its identity needed to evolve, without losing its essence. We were invited to lead this transformation, beginning with a strategic immersion that uncovered the brand’s true strength: its ability to blend refinement with warmth, familiarity with sophistication. From this foundation, we repositioned Piquiras to reflect a contemporary brand that honors its legacy while embracing a new generation.