Beauty and the Beast
This simple piece of print advertising for Castey was created to communicate the set of brand values rather than a specific message as a USP-Unique Selling Proposition. The "Beauty and the Beast " ad aimed to express the hardness of the pieces ("hi-quality") in front of the lure of the lobster as an haute cuisine ingredient, a qualitative image reference for the brand ("hi-cooking"). But it can also be interpreted inversely: in this case the "Beast" would be the lobster and "Beauty" would be the casserole dish. An attribute by no means wrong taking into account the excellent look of Castey's pieces, developed by prestigious, award-winning industrial designers.
Yellow over Black
Consistency in technical innovation and high-quality product design allows the value of a leading brand like Castey to end up transcending these qualities. It is under these circumstances that, when launching its new collection of black metal pieces, Castey's well-gained reputation allowed them to publish a print ad that goes beyond merely showing a good shot of its new pans and casserole dishes. No matter how extraordinary the pieces are, which of course they are.
In the case of this advertising teaser, "Yellow Over Black", black obviously refers to the brand's black cast iron pieces, but leaves the role of yellow to be discovered later on. The print ad announces Castey's new cookware line as if it were a seasonal fashion collection. This advertising piece was first used to build expectation at the prestigious Ambiente Fair in Frankfurt.
Following the initial "Yellow Over Black” teaser, the graphic campaign now shows the different pieces in the Vulcano collection. It maintains the same style of visual communication and transmits values pertaining to a quality brand in this market, such as its distinctive level of technical and aesthetic innovation.
The spotlight falls on the symbolisation of the collection, the body of the colour model, which in various postures and framings always shows an accessory in yellow silicone - the link with the pieces in the Vulcano collection.
To maintain the brand’s new general communication code, a campaign was produced creatively parallel to that of the Vulcano collection. In this way, the link between Castey and its new Artic collection, the brand’s first in stainless steel, was more evident.
In the case of Artic, a man’s body totally painted in silver represents the new collection in stainless steel. It visual impact transmits the corporate values of innovation and look, in the tone of communication of a market leader.
The overriding aim of the Senso graphic campaign was to be able to appreciate the design of the cutlery. In different productions, pieces are presented from each of the sets the collection is divided into, highlighting their specific use by associating them with the corresponding food.
The graphic design of the campaign deliberately shares a style very similar to that of other Castey advertising pieces, as it is the first cutlery collection of a brand until now exclusively renowned for creating cookware collections. Therefore the claim “Castey, from the kitchen to the table” expresses the priority concept to be transmitted.
Arte y Regalo Cover
FUNDIX's advertising mainly targets the trade. As it is still a young cast aluminium cookware brand, it was convenient that its communication be closely related visually to the rest of the brand elements, like its packaging, product catalogue or website. For this reason, photographic images of the product have often been used, following the same visual line used in other brand elements.
Lateral Branding Mugs
An introductory self-promotion project, when it is crucial to be known yet the most indispensable element to achieve this is necessarily scarce: projects.
We reproduced two of the hundred-year-old mosaic floors in our office in a practical object, for daily use, thus minimizing the advertising aspect of the gift.