Reimagining Gaudí's Legacy for Codorníu Barcelona's Global Journey
This project showcases a unique visual approach for Cava 1872 Barcelona by Codorníu, designed for the Asian market with a focus on Japan. The campaign draws inspiration from Barcelona's rich architectural heritage, particularly the work of Antoni Gaudí, to create a striking visual identity for this Spanish sparkling wine.
The central concept revolves around the trencadís mosaic technique, famously used by Gaudí and his contemporaries. This method involves creating mosaics from broken ceramic pieces, glass, and other materials. The technique serves as a metaphor for Barcelona itself - a city composed of diverse elements coming together to form a harmonious whole.
The key visual is a mosaic illustration that encapsulates the essence of Barcelona and the spirit of celebration associated with cava. It features:
The central concept revolves around the trencadís mosaic technique, famously used by Gaudí and his contemporaries. This method involves creating mosaics from broken ceramic pieces, glass, and other materials. The technique serves as a metaphor for Barcelona itself - a city composed of diverse elements coming together to form a harmonious whole.
The key visual is a mosaic illustration that encapsulates the essence of Barcelona and the spirit of celebration associated with cava. It features:
1. The iconic Sagrada Familia, rendered in ethereal blues and whites, dominating the upper portion of the image.
2. Three figures in the foreground, raising glasses in a celebratory gesture, composed of vibrant, warm-toned mosaic pieces.
3. A color palette that transitions from cool blues in the sky to warm, lively colors in the foreground, mirroring the effervescence of cava and the vibrancy of Barcelona's culture.
2. Three figures in the foreground, raising glasses in a celebratory gesture, composed of vibrant, warm-toned mosaic pieces.
3. A color palette that transitions from cool blues in the sky to warm, lively colors in the foreground, mirroring the effervescence of cava and the vibrancy of Barcelona's culture.
The trencadís style gives the illustration a dynamic, shimmering quality that evokes both the bubbles in cava and the ever-changing face of Barcelona.
This campaign aims to transport the cultural essence of Barcelona to international markets. It presents cava not just as a product, but as a symbol of shared experiences and community. The use of Gaudí's architectural language creates a strong visual link to Barcelona, allowing consumers worldwide to "experience" the city through the product.
The illustration was created digitally but meticulously crafted to authentically represent the trencadís technique. Each piece of the mosaic was individually designed and placed to create a cohesive whole, much like the painstaking process used in actual trencadís works.
This project was a collaborative effort between Oxitobrands Studio and illustrator Charis Tsevis, under the creative direction of Area Kissoyan. It demonstrates how traditional artistic techniques can be reinterpreted for modern brand storytelling, creating a bridge between cultural heritage and contemporary marketing.
This campaign aims to transport the cultural essence of Barcelona to international markets. It presents cava not just as a product, but as a symbol of shared experiences and community. The use of Gaudí's architectural language creates a strong visual link to Barcelona, allowing consumers worldwide to "experience" the city through the product.
The illustration was created digitally but meticulously crafted to authentically represent the trencadís technique. Each piece of the mosaic was individually designed and placed to create a cohesive whole, much like the painstaking process used in actual trencadís works.
This project was a collaborative effort between Oxitobrands Studio and illustrator Charis Tsevis, under the creative direction of Area Kissoyan. It demonstrates how traditional artistic techniques can be reinterpreted for modern brand storytelling, creating a bridge between cultural heritage and contemporary marketing.
This campaign not only promotes a product but also celebrates the artistry, history, and spirit of Barcelona, inviting viewers to partake in its rich cultural tapestry.
The main illustration.
Promotional poster/billboard.
Packaging
Packaging
Packaging
Promotional poster/billboard
Some details
Some details
Some details
Client: Codorníu, Barcelona, Spain
Market: Japan
Design: Oxitobrands Studio
Illustration / Trencadís: Charis Tsevis @tsevis
Concept, Creative direction and design: @ardakissoyan
Branding and communication: @marceloghio
Market: Japan
Design: Oxitobrands Studio
Illustration / Trencadís: Charis Tsevis @tsevis
Concept, Creative direction and design: @ardakissoyan
Branding and communication: @marceloghio