DISGUISED WINE ACCESSORIES by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

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DISGUISED WINE ACCESSORIES

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Industry Wine & Champagne
Media Design & Branding
Market Brazil
Agency Artplan Sao Paulo
Agency Mohallem Meirelles
Creative Director Eugenio Mohallem, Marcelo Aragão
Art Director Marcus Kawamura, Rodrigo Moraes
Copywriter Julio Cesar D'alfonso, Ana Carolina Dos Reis
Photographer Caio Miranda
Typographer Bruno Werner
Illustrator Ariê Magalhães, Ellyson Lifante, Albino Camargo
Released March 2010

Credits & Description

Category: Packaging Ranges
Advertiser: SMARTBUY WINES
Product/Service: WINE ACCESSORIES
Agency: MOHALLEM/ARTPLAN
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL: http://smartbuywines.com.br
Creative Director: Eugênio Mohallem (Mohallem/Artplan)
Head of art: Marcus Kawamura (Mohallem/Artplan)
Art Director: Marcus Kawamura (Mohallem/Artplan)
Art Director: Rodrigo Moraes (Mohallem/Artplan)
Copywriter: Ana Carolina Reis (Mohallem/Artplan)
Copywriter: Julio D'Alfonso (Mohallem/Artplan)
Illustrator: Ellyson Lifante (Mohallem/Artplan)
Illustrator: Ariê Magalhães (Mohallem/Artplan)
Illustrator: Albino Camargo (Mohallem/Artplan)
Photographer: Caio Miranda (Mohallem/Artplan)
Typographer: Bruno Werner (Mohallem/Artplan)
Art buyer: Vivian Tomaz (Mohallem/Artplan)
Account Diretor: Ana Paula Sanchez (Mohallem/Artplan)
Account Executive: Manoela Bon (Mohallem/Artplan)
Media placement: Wines Acessories - Brand Websites (online store) - 09/04/2010

Describe the challenges and key objectives
In order to make the targeted audience realise SmartBuy Wines sells wines at affordable prices, the visual identity had to reflect the brand positioning.

Describe the brief from the client
SmartBuy Wines is an online store selling quality wines at incredibly low prices. As such, we created the tagline 'Great Wines at (barely) legal prices', which guided the brand positioning, based entirely on the underground world.

Describe how you arrived at the final design
The Prohibition Days served as a reference to the brand’s visual identity. Wine accessories such as bottle openers, wine glasses, aprons and thermal wrapping for wine bottles were disguised and put up for sale on the website. From the outside, they looked like other types of products, such as a bar of soap, a book, a light bulb or even a bottle of ketchup. They were just another way of saying that SmartBuy Wines sells wines at (barely) legal prices.

Give some indication of how successful the outcome was in the market
Because of the novel approach of the disguised wine accessories, the brand concept was fully understood and absorbed. They proved to be as eagerly anticipated and enjoyed as the wines sold by the brand.