Ibravin Design & Branding CORKSCREW by Escala

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Industry Education
Media Design & Branding
Market Brazil
Agency Escala
Designer Vinicius Marques
Photographer Claudio Meneghetti
Released March 2010

Credits & Description

Category: Consumer Products
Advertiser: IBRAVIN
Date of First Appearance: Mar 5 2010
Creative Director/Copywriter: Eduardo Axelrud (Agency Escala)
Creative Director/Designer: Régis Montagna (Agency Escala)
Designer: Vinicius Marques (Agency Escala)
Account Director: Kenya Couto (Agency Escala)
Account Executive: Bianca Trindade (Agency Escala)
Account Manager: Márcia Fernanda Sampaio (Agency Escala)
Graphic Producer: Nívea Padilha (Agency Escala)
Account Planner: Fernando Ribeiro (Agency Escala)
Account Planner: Eduardo Sbabo Flores (Agency Escala)
Photographer: Claudio Meneghetti (StudioMe)
Account Planning Director: Lucia Xavier (Agency Escala)
Media placement: Corkscrew - Cocktail Launch - Cafe de La Musique - 30 July 2010

Describe the brief from the client
Brazilian wine meant expensive, low quality wine. Its market shrunk 10% every year. How to lend the image Brazil had as a young, successful and cool country to its wines?

Describe the challenges and key objectives
We developed a logo in a Campana Brother’s style, designed to be used in every piece of communication, from newspaper ads to wine labels.
And that inspired the creation of a real-life corkscrew, designed by the Campana Brothers themselves.
Two designers that had already turned Brazil into a benchmark in design, a field where the country did not formerly had the slightest tradition.
Exactly the same goal we had for Brazilian wines.

Describe how you arrived at the final design
We decided to center all the new positioning strategy on one piece: the logo.
Representing a corkscrew that might help "open up the minds" of consumers for Brazilian Wines.

Give some indication of how successful the outcome was in the market
After all the PR work, the logo became an international object of desire.
Each Campanas’ Corkscrew is now sold at USD 250 in over 100 concept stores all over the world - helping spread the word about how cool Brazilian wines are.
The free publicity generated by the idea tripled the money invested.
And Brazilian Wines’ market share not only stopped shrinking but grew 14% in one year.