Hotel Emiliano Design & Branding THE MENU THAT BECAME A BOOK by J. Walter Thompson Sao Paulo

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THE MENU THAT BECAME A BOOK

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Industry Hotels & Resorts
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Copywriter Christian Fontana, Erick Rosa, Fernando Duarte, Roberto Fernandez | Ricardo John | Andrea Siqueira, Andre Gustavo Soares
Photographer Regis Fernandez, Paula Simonsen, Ricardo Bozza | Tadeu Brunelli
Released April 2012

Credits & Description

Category: Books
Advertiser: HOTEL EMILIANO
Product/Service: HOTEL EMILIANO
Agency: JWT BRAZIL
Executive Creative Director/Creative Director/Art Director/Ilustration: Roberto Fernandez (JWT)
Executive Creative Director/Creative Director: Ricardo John (JWT)
Creative Director: Erick Rosa (JWT)
Copywriter: Erick Rosa/Andrea Siqueira/Gustavo Soares/Christian Fontana (JWT)
Art Director/Ilustration: Filipe Cuvero (JWT)
Art Buyer: Renata Sayao/Fafa Oliveira (JWT)
Photographer: Regis Fernandez/Ricardo Bozza | Tadeu Brunelli/Paula Simonsen (JWT)
Account Manager: Isabel Castro/Luana Ferreira (JWT)
Planner: Fernand Alphen (JWT)
Client: Carlos Alberto Filgueiras/Gustavo Filgueiras/Paula Simonsen (Hotel Emiliano)
Other Credits: Flavio Schaefer (JWT)
Media placement: Ambient - Emiliano Brasil Hotel - April 26, 2012

Describe the brief from the client
To promote Emiliano's new 6 course tasting menu we designed a new menu. One that became an actual book. A menu/book that conveyed the depth of this new 6 course memorable experience. By transforming a traditional menu into a book we were able to do just that. A book with tales inspired by each dish. And each tale with the exact number of pages timed to last the amount of time each dish takes to be served. The Emiliano Restaurant offers the perfect combination of impeccable service and gourmet dinning experience under the leadership of awarded Chef Barattino. And this design helped illustrate just that.

Describe the challenges and key objectives
The new 6 course tasting menu is to be served at special occasions. Guests often immerse themselves on this experience in a way that it becomes truly memorable. By adding these stories and in a way that make them directly connected to each dish and the experience they provide, this design gave the Emiliano Restaurant a unique promotional tool. One as unique and layered as the actual tasting menu. It is the type of design that suits perfectly with Emiliano's profile and image. The menu that became a book adds to Emiliano's reputation of offering impeccable service and originality.

Describe how you arrived at the final design
A dish was assigned to different writers. And a fictional tale was written for each. With 2 rules: the plate or its ingredients had to in the narrative and the length of the story had to be timed according to the time it took for the dish to be served. A 6 course menu is richer, layered and is created through extensive research. With this design, the menu that became a book added depth and a exquisite experience to what was before a traditional menu.

Give some indication of how successful the outcome was in the market
With this idea the client has had immense positive feedback. Guests have asked for the menu that became a book as a way to forever save the memories from the dining experience. It has become a collector's item, one that has turned into and object of desire.
The response with guests and opinion makers has been very positive as well. With word of mouth spreading within this very important group of customers (opinion makers) that generate buzz within the exclusive world of luxury customers. Emiliano has with this idea a tool to help perpetuate its reputation and generate return visits and recommendation to the restaurant.