CR-EAT-IVITY by IVITY BRAND CORP for Vila Joya

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CR-EAT-IVITY

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Industry Hotels & Resorts, Restaurants, Pubs & Bars
Media Design & Branding
Market Portugal
Agency IVITY BRAND CORP
Photographer Max Rossner, Vasco Célio
Released January 2011

Credits & Description

Category: Books
Advertiser: VILA JOYA
Product/Service: RESORT AND GOURMET RESTAURANT
Agency: IVITY BRAND CORP
Date of First Appearance: Jan 11 2011
Entrant Company: IVITY BRAND CORP, Lisbon, PORTUGAL
Chief Communications Officer: Paulo Rocha (Ivity Brand)
Senior Graphic Designer: Cesária Martins (Ivity Brand)
Art Worker: Ana Teresa Fernandes (Ivity Brand)
Account: Ana Nunes (Ivity Brand)
Photographer: Vasco Célio (Ivity Brand)
Photographer: Max Rossner (Ivity Brand)
Art Worker: Hugo Botas (Ivity Brand)
Media placement: Book - Vila Joya Resort - January 2011

Describe the brief from the client
Vila Joya is the only two Michelin star restaurant in Portugal and the place that has held the "Tribute to Claudia" gastronomic festival since 2007.
There was a need to register this event to make it forever memorable.

Created in memory of Claudia Jung, the festival has taken place at Vila Joya every January since 2007. It is not only the most important gastronomic event that brings together renowned Michelin-starred chefs in Portugal, but also a celebration of Claudia’s passion for haute cuisine.

Describe the challenges and key objectives
Vila Joya is the only two Michelin star restaurant in Portugal. The main challenge was to portray this gourmet reality in a book.

Describe how you arrived at the final design
Cr-eat-ivity is a book to celebrate ”Tribute to Cláudia”, a world famous gastronomic festival.
This book is not about food, it is about the edible feelings that make Vila Joya a remarkable place in the world.
This is a photographic menu-book, an imaginary dialogue guided by the intrusive eye of someone who hears the invisible genius of creation.
Cr-eat-ivity is a portrait of divergences merging together; leading us to that privileged place where, in the kitchens of man’s imagination, we feel that the most important of all ingredients of our mental palate is that which tastes of love.

Give some indication of how successful the outcome was in the market
The Vila Joya book was a huge promotional and sale success, faithfully portraying a gourmet reality made in Portugal. For Vila Joya it helped to uphold its reputation as a magic place all over the world.