CORKSCREW by Escala for Ibravin

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CORKSCREW

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Industry Colleges, Universities & Education Centers
Media Design & Branding
Market Brazil
Agency Escala
Copywriter Eduardo Axelrud
Designer Roberto Callage E Régis Montagna, Vinicius Marques
Photographer Claudio Meneghetti
Released March 2010

Credits & Description

Category: Logo Design
Advertiser: IBRAVIN
Product/Service: BRAZILIAN WINE INSTITUTE
Agency: ESCALA COMMUNICATION & MARKETING
Date of First Appearance: Mar 5 2010
Entrant Company: ESCALA COMMUNICATION & MARKETING, Porto Alegre, BRAZIL
Creative Director: Eduardo Axelrud (Agency Escala)
Creative Director: Régis Montagna (Agency Escala)
Designer: Régis Montagna (Agency Escala)
Designer: Vinicius Marques (Agency Escala)
Copywriter: Eduardo Axelrud (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 created a logo in a Campana Brother’s style, that led to 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
The answer was a logo.
Representing something that might help "open up the minds" of consumers for Brazilian Wines: a corkscrew.

Give some indication of how successful the outcome was in the market
A simple logo became an object of desire across the world.
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.