Alex Carvalho
DIGITAL DESIGNER & ART DIRECTOR
ALL
ALL
SICAL
Branded Ads
PASSIONATE ABOUT ORIGINS
New ATL and BTL campaign concept for Portugal's main coffee brand.

THE BRIEF

Create a new visual for the brand, urban, modern and sophisticated but still connected with the origins of coffee.

ABOUT THE BRAND

SICAL is one of the oldest Portuguese coffee producers, now own by Nestlé, is still the country's main coffee brand.

SOLUTION

The concept 'Passion about Origins' brings together the sensuality and simplicity from the origins of coffee (Africa, Far Asia, etc.) into an sophisticated studio session. The  wallpapers, based on traditional symbols of fertility, happiness, beauty, etc, are designed in a modern way, so that the result breathes contemporaneity. At the centre, models almost nude, covered only by coffee plants in different stages (blossoming, flower, green and mature beans). The concept was welcomed with enthusiasm by the client, even if its provocative tone was not often for the brand, but totally on target with the brief.

Many materials were created based on the key visual; things like coffee cups, in store decoration, bags, outdoor furniture, vehicles or the simple sugar packs.

SKILLS USED IN THIS PROJECT
Art Direction
Illustration & Graphics
Concept & Ideation
Creative Lead
Packaging