SmartBuy Wines Design & Branding TRAPDOOR by Artplan Sao Paulo, Mohallem Meirelles


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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
Illustrator Caio D'alfonso
Released April 2010

Credits & Description

Category: Environmental Design: Semi-Permanent
Product/Service: WINE
Date of First Appearance: Apr 20 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 and Photographer: Ariê Magalhães (Mohallem/Artplan)
Illustrator: Caio D'Alfonso
Photographer: (Image Plus)
Tipographer: Bruno Werner (Mohallem/Artplan)
Art buyer: Vivian Tomaz (Mohallem/Artplan)
Account Director: Ana Paula Sanchez (Mohallem/Artplan)
Account Executive: Manoela Bon (Mohallem/Artplan)
Media placement: Brand Display - Bars and restaurants - 20/04/2010

Describe the challenges and key objectives
We were asked to create a teaser for the launch of the SmartBuy Wines website and at the same time evoke 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. Thus we developed a mysterious trapdoor that led to a basement. On the walls of the staircase we could see the SmartBuy Wines logo and web address. It was installed in some bars and restaurants most frequently visited by the targeted audience with the intent of arousing the public’s curiosity and leading them to the website.

Give some indication of how successful the outcome was in the market
Many people experienced the brand concept and were tempted to access the website. They frequently asked staff in the chosen establishments about it, in an attempt to discover a little bit more about the scheme.