Absolut Design & Branding HANDCRAFTED GENIUS by Lew'Lara\TBWA Sao Paulo

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HANDCRAFTED GENIUS

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Industry Vodka
Media Design & Branding
Market Brazil
Agency Lew'Lara\TBWA Sao Paulo
Creative Director Mariana Sa
Art Director Caio Figueiredo
Copywriter David Bessler
Photographer Thomas Susemihl
Illustrator Adelmo Barreira
Released January 2011

Credits & Description

Category: Logo Design
Advertiser: PERNOD RICARD
Product/Service: ABSOLUT ELYX
Agency: LEW'LARA\TBWA
Chief Creative Officer: Jaques Lewkowicz (Lew'Lara\TBWA)
Creative Vice President: Manir Fadel (Lew'Lara\TBWA)
Creative Director: Mariana Sá (Lew'Lara\TBWA)
Copywriter: David Bessler (Lew'Lara\TBWA)
Art Director: Caio Figueiredo (Lew'Lara\TBWA)
Illustrator: Adelmo
Photographer: Thomas Susemihl
Media placement: exhibition - Absolut Concept Store - 01/11/2011

Describe the brief from the client
Absolut is launching a new product: Absolut Elyx, an ultra-premium vodka, handcrafted by Absolut master distiller who spent years developing a formula for the perfect vodka. The brief asked the agency to create a brand identity, including visuals and brand speech, to reflect this so brilliantly handcrafted product.

Describe the challenges and key objectives
It had to look premium and interesting so people would be willing to pay more than they’re used to, even so they had never tried it, as it’s a new release.

Describe how you arrived at the final design
We made the choice of showing the master distiller and illustrating his work process in a way it looked mysterious and glamorous.

Give some indication of how successful the outcome was in the market
The sales are above expected, and a lot of blogs, websites and luxury magazines are talking about it.