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:
Responsible for the overall visual strategy, creative and art direction across visual identity, packaging, video campaign, photography, and motion, overseeing all outputs, leading a multidisciplinary team, and directing an external production company from concept to final delivery.
Credits:
In-house project at Grupo Ecoa
Visual Strategy, Creative & Art Direction: Mate Lelo
In-house project at Grupo Ecoa
Visual Strategy, Creative & Art Direction: Mate Lelo
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.