Jacinta combines their own craft beers, a rustic and indulgent menu, an emporium of local products (such as the cheeses and sausages from Minas Gerais), as well as a stage for gigs and dancing nights. The visual identity translates their informal and welcoming spirit, celebrating the east side of Belo Horizonte — A traditionally bohemian region, the territory of much cultural agitation and several creative ventures that treasure community, local pride, and diversity.

The brand's mascot, a characterful guinea fowl, symbolizes the brand's relaxed, vernacular approach. The black and white print of its feathers contrasts with an indiscreet color palette inspired by vintage labels and packaging. The brand's dynamic palette was also appropriated by the interior design signed by MACh's architects. In addition to the multiple signatures of the brand, the branding project included the creation of the name and narrative, implemented through numerous pieces, products, signage, packaging, and posts for social media.