O Dom Vira Mobile
2000 | O Dom Vira Mobile
PROPÓSITO
Originally designed in 1928, the emblematic Sandeman logo featured a dark figure wearing a Portuguese studentʼs cape and a Spanish hat, holding a glass of ruby Port - this figure was named The Don. As the brand developed, it became clear that the Sandeman logo should follow suit, needing to be adapted into a more contemporary version of the original, which presented The Don as a static two-dimensional figure.
*The images of Sandeman are copyrighted and owned by Sogrape.*
The Don, in nature, has always been mysterious, romantic and provocative, as well as widely recognisable. In the year 2000, an opportunity was identified to capitalise on these traits while bringing the figure of The Don into the 21st century, appealing to a younger consumer demographic. To achieve this goal, it became apparent that The Don should no longer be a two-dimensional “cardboard cutout”-like figure - it was necessary to bring The Don alive, providing the character with the personality and mobility of a real-life person. This would not only add an element of engagement but provide opportunities within communication for The Don to be showcased as a mobile character that could carry out actions and interact with the consumer.
As the brand developed, it became clear that the Sandeman logo should follow suit, needing to be adapted into a more contemporary version of the original, which presented The Don as a static two-dimensional figure.
*Concept mood boards used to express Brand essence*
With the objective of making The Don more contemporary and charismatic, the original figure was adapted into a modernised version. While the initial design was statue-like in its standing, the new rendition was provided with boots, as well as a more detailed design, featuring shadows and showing the hand holding the ruby glass, adding depth, dimension and personality to the character. This more realistic rendition of The Don combined graphic and emotional elements to create a life-like figure which could easily be imagined walking off the label. In this way, The Donʼs iconic imagery was leveraged to provide eye-catching and memorable packaging, as well as video campaigns and lifestyle guides, among others.
The resulting new logo provided the mobility and freedom to look at a different kind of execution in both packaging and communication.
*Concepts for use of The Don on labels*
*2001 Concept for “The Don’s Life Guide” of top locations to enjoy*
This project was delivered to the new Brand owner (Sogrape) in 2002 and some transitional implementation delay was experienced. The resulting graphic design has been adopted into all the branding and communication, including a timid incursion into wine-based new products. The development of The Don’s “places” in Porto and London has opened the brand to a new demographic, and the foundation was laid for the future development of the Brand.
Successful
*Sandeman Communication at Porto Airport Arrivals (Nov.2022)*