Orfeu, the most awarded Brazilian coffee in the world, is launching its new institutional campaign, "Drink This Art." The campaign features a film and vibrant visual communication, using abstract and geometric shapes alongside intense colors that create movement and contrast, inspired by Brazilian modernism, transforming the simple act of drinking coffee into a singular moment.
The visual identity reflects this idea through a film shot at Casa de Francisca, a cultural space in downtown São Paulo, with exclusive illustrations of artistic references from the Brazilian movement. The KVs (Key Visuals) were developed from hand-painted artwork on photographs of real models.
With this, the brand seeks to strengthen its emotional connection with consumers, sharpening a new perspective and transporting the experience and flavor of its coffees to a more visual sphere, one that goes beyond product quality.
“Art doesn’t change everything. It changes you.”, states the campaign's manifesto, aiming to awaken new emotions and transform perspectives. For Fabio Gianetti, Marketing Director at Orfeu, appreciating a Specialty Coffee has similarities to cultural experiences. “Our place in art inspires our role as a brand. We also believe this is true when you taste a special coffee, like Orfeu: a one-way trip through aromas, textures, and flavors. A journey that opens doors that will never be closed again,” Gianetti concludes.