CHIEF CREATIVE OFFICER MARIO CASTELLANOS
The challenge was to create unique brand with quality enough to be positioned internationally. For this task, I created a visual concept that represented the brand attributes and also the product highlights while at the same time being honest, fresh and fun.
I also created the Brand Architecture and the Big Idea, and the development of the Brand Book.
Creating a brand book involves generating a visual proposal and finding the fundamental objective that responds to its existence. In this brand book, I made models such as the brand pyramid and the brand bios and the whole visual proposal.
Once the brand book was created, I created the whole marketing strategy for an entire year, considering the B2B and B2C market from the creative concept to the executions and actions.
Getting the visual content right was a crucial task. So we worked with Nick Carman, a great food photographer, to achieve what I had in mind. The results were so good that they are still in use today.
The creation of the videos had to be shocking and, at the same time, something that would make you question what you had just seen. To this end, videos were made with each of the USP’s in the form of a meme.