Describe the brief from the client
KitchenAid is known worldwide for the way it perceives culinary. For the brand, cooking is an artistic manifestation. Its products are tools for people to show their creativity. And that has been the case ever since its founding, more than 90 years ago.
The brand arrived in Brazil not too long ago and wanted to tell this story to the Brazilian consumers. They wanted to show that they have been looking at culinary as art for a long time. Our mission was to let people know that KitchenAid’s tradition is to turn kitchens into art studios.
Describe the challenges and key objectives
We wanted to show that the brand has always combined art and culinary. For more than 90 years many art movements have taken place, exhibiting different styles, goals and formats.
In KitchenAid’s view, culinary was present in all those movements, hand in hand with other manifestations such as painting, sculpting, photography, etc.
We then pictured how artists from different schools in the last century would portray the kitchen, the culinary and the brand’s best known product: the Stand Mixer.
Describe how you arrived at the final design
We researched last century’s art trends and picked the most important ones. We made drafts picturing how culinary and KitchenAid could be a piece of art from these movements.
We then requested that artists from 6B studio develop some artwork. They came up with new ideas always keeping the integrity of the original pieces. It was important that we reached an accurate and outstanding look.
Each poster was signed and dated according to specific art periods in history. In the end, each poster was supposed to look like they were painted by a renowned artist and belonged to a specific art movement.
Give some indication of how successful the outcome was in the market
In Brazil, architects and interior designers are KitchenAid’s main target consumers. They recommend KitchenAid products, which are considered high end, to their clients.
Initially the posters were displayed in KitchenAid stores. Later they were featured in Casa Cor, Brazil’s most important architecture and interior design event. They drew so much attention that many people requested high definition copies of them so they could display them in their homes. They went from being advertising pieces to decor.
We printed a new batch of posters and created new pieces, thus making a tribute to other art movements. Due to demand, all the posters are available on the brand’s Facebook page.
Diseño y Logotipos "ART MOVEMENTS" hecho por la agencia de publicidad "DDB Sao Paulo" para el producto: Whirlpool KitchenAid (marca: Whirlpool) Brasil. Fue producido en jul. 2011.