Orfeu, the world's most awarded Brazilian coffee, 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 unique 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 the emotional connection with consumers, sharpening a new perspective and transporting the experience and flavor of its coffees to a more visual sphere that goes beyond product quality.
"Art doesn't change everything. It changes you," states the campaign's manifesto, with the purpose of awakening new emotions and transforming perspectives. For Fabio Gianetti, Orfeu's Marketing Director, appreciating a Special Coffee has similarities with cultural experiences. "Our place in art inspires our role as a brand. This is also what we believe happens when you try 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," concludes Gianetti.
