Mou
Cookware Brand Development & Launch Campaign
MOU is a cookware line launched by the Oikos brand, combining quality with modern and distinctive design. Available in four models, the line was visually translated into four flavors. MOU is a line that evokes affection and is here to become the household favorite. Its visual universe brings a unique approach to the category, more artistic, creative, and playful, blending modernity with elegance and ensuring its differentiation from everything else already available on the market.
MOU is a cookware line launched by the Oikos brand, combining quality with modern and distinctive design. Available in four models, the line was visually translated into four flavors. MOU is a line that evokes affection and is here to become the household favorite. Its visual universe brings a unique approach to the category, more artistic, creative, and playful, blending modernity with elegance and ensuring its differentiation from everything else already available on the market.
My role:
I was responsible for the visual strategy. I led the creative and art direction for the visual identity, packaging, video campaign, photographic strategy, and photo shoots, while also overseeing the promotional materials and managing a multidisciplinary team throughout the entire process.
I was responsible for the visual strategy. I led the creative and art direction for the visual identity, packaging, video campaign, photographic strategy, and photo shoots, while also overseeing the promotional materials and managing a multidisciplinary team throughout the entire process.
Photographic Strategy
The photographic campaign had three different approaches.
The photographic campaign had three different approaches.
First one reflected one of the brand’s concepts: the darling pot that accompanies you everywhere, every moment of your day. So, we imagined it in different moments of your day. Some were totally plausible, like serving as an ice bucket near a pool, while others were completely unthinkable, like being a tennis racket or part of a shelf decor. All of this reflects the clever humor of the oikos brand.
On the second one, we brought the ludic aspect, which is very present in the Oikos brand. We took the opportunity to immerse the pots in their visual universe, reinforcing the line’s visual identity colors and the flavors that named each one.
The third approach was more commercial. Focusing on the marketplaces where Mou would be sold and its digital presence, we placed the pots in four different common situations, like a family dinner or an outdoor lunch with friends, each with its own particular mood. This highlighted one of the line's key assets: its differentiated design and beauty, making the pots something to proudly display on the table.
As a complement to the video campaign, we created short videos, one for each line, where we brought the entire visual identity universe and the mood of the flavors.
Credits: In-house work at Grupo Ecoa
Visual Strategy: Mate Lelo
Creative and Art Direction for all Visual Components (Design, Videos, and Photography): Mate Lelo
Visual Identity Design: Mariana Magalhães Design Assistance: Ana Carolina Abreu
Visual Strategy: Mate Lelo
Creative and Art Direction for all Visual Components (Design, Videos, and Photography): Mate Lelo
Visual Identity Design: Mariana Magalhães Design Assistance: Ana Carolina Abreu
Videos
Creative Team: Mate Lelo, Olivia Tranjan, Marcela Vilas Boas, Pamela Barreto, Izabela Mantelli, Mariana Magalhães, Will Araújo, Lorena Serra
Final Script and Scene Planning: Mate Lelo, Will Araújo, Mariana Magalhães
Motion and Editing: Cassava Creative
Creative Team: Mate Lelo, Olivia Tranjan, Marcela Vilas Boas, Pamela Barreto, Izabela Mantelli, Mariana Magalhães, Will Araújo, Lorena Serra
Final Script and Scene Planning: Mate Lelo, Will Araújo, Mariana Magalhães
Motion and Editing: Cassava Creative
Photography
Session 1
Scene Conception and Production: Mate Lelo, Will Araújo
Photographer: Luciana Sposito
Photography Assistant: Brenda Dassa
Session 1
Scene Conception and Production: Mate Lelo, Will Araújo
Photographer: Luciana Sposito
Photography Assistant: Brenda Dassa
Session 2
Scene Conception: Mate Lelo, Will Araújo, Mariana Magalhães
Photographer: Will Araújo
Scene Conception: Mate Lelo, Will Araújo, Mariana Magalhães
Photographer: Will Araújo
Session 3
Scene Planning: Mate Lelo, Will Araújo, Mariana Magalhães
Photography and Production: Cassava Creative
Scene Planning: Mate Lelo, Will Araújo, Mariana Magalhães
Photography and Production: Cassava Creative
GRUPO ECOA
Brand and Product Director: Olivia Tranjan
Brand and Product Manager: Marcela Vilas Boas
Brand and Product Director: Olivia Tranjan
Brand and Product Manager: Marcela Vilas Boas