SMARTBUY WINES BRAND IDENTITY by Artplan Sao Paulo, Mohallem Meirelles for SmartBuy Wines

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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 Ariê Magalhães, Caio Miranda
Account Supervisor Marina Bulcão
Typographer Bruno Werner
Illustrator Ellyson Lifante, Caio D'alfonso, Albino Camargo
Released March 2010

Credits & Description

Category: Large Scale Corporate Identity Schemes
Product/Service: WINE
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: MOHALLEM/ARTPLAN, São Paulo, BRAZIL
Entry URL:
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)
Illustrator: (Estudio Onze)
Illustrator: Caio D'Alfonso
Photographer: Caio Miranda (Mohallem/Artplan)
Photographer: (Getty Images)
Photographer: Ariê Magalhães (Mohallem/Artplan)
Photographer: (Image Plus)
Typographer: Bruno Werner (Mohallem/Artplan)
Art buyer: Vivian Tomaz (Mohallem/Artplan)
Account Director: Ana Paula Sanchez (Mohallem/Artplan)
Account Supervisor: Marina Bulcão (Mohallem/Artplan)
Account Executive: Manoela Bon (Mohallem/Artplan)
Media placement: Logo - Brand Website (online store) - 10/11/2009
Media placement: Direct Mail - 40 Invitations to potencial Investors - 15/11/2009
Media placement: Business Cards - Owners and Staff - 15/11/2009
Media placement: Wine Packaging - Brand Website (online store) - 09/04/2010
Media placement: Wine Acessories - Brand Website (online store) - 10/04/2010
Media placement: Brand Display - Bars and restaurants - 20/04/2010

Describe the challenges and key objectives
In order to make the targeted audience realize 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 identity, starting by the logo. The SmartBuy Wines graphic material was in keeping with the brand concept: from business cards to direct mailing, everything was disguised. Transportation packaging, for instance, appeared to have nothing to do with SmartBuy Wines. Disguised wine accessories were put up for sale on the website as well. Even a mysterious trapdoor was installed in some bars and restaurants with the intent of arousing the public’s curiosity and leading to the website.

Give some indication of how successful the outcome was in the market
Even with a low-profile campaign, SmartBuy Wines managed to get noticed in a big way. A boring category was shaken by a new competitor, which brought a new and fresh perspective to the market. SmartBuy Wines created a buzz on a wide range of sites and blogs. The brand managed to consolidate its positioning and the client’s sales goal was almost doubled. The average time spent by the customer on the website reached 5 minutes. During the campaign period, we got 10,000 unique visitors, more than 900 subscriptions to the website and over 300 new members of the brand fidelity club.