São Paulo – Visitors to Brazilian restaurant Bien! will find food to combat hypertension and diabetes, and even help in the bedroom.
Created by Alexandre Chaud, an engineer and marathon runner, the concept is built around functional, healthy food that will help city-dwellers fight the external pressures of urban living. The menu is designed with different outcomes in mind. If you are an athlete, look at the Esportistas menu for offerings such as carrot salad and aubergine lasagne.
The design reflects a clean-living attitude, with wooden panelling, bright blue and yellow accents, and upside-down plants hanging from the ceiling.
Bien!’s unusually forthright menu and minimalist design aesthetic offers a new way to sell health food to men and women. To see how more brands are marketing food by hyping up their functionality, read our Alpha Snacks microtrend.