La Dolce Velveeta
by Johannes Leonardo for Velveeta · brand-system · 2021
unverified
rebrand for velveeta that repositioned processed cheese as a lifestyle brand, launched november 2021. logo redesign by jones knowles ritchie removed the oval enclosure and simplified the script, hero spot directed by harmony korine for mjz set to 'o mio babbino caro' with fashion spreads shot for vogue. campaign tagged la dolce vita language to american product indulgence, korine's prior gucci work informing the visual approach.
what shaped this
the makers, scenes, and predecessors this work came out of, grouped by how the influence reached it
lineage
- la dolce vita (Italian luxury brand aesthetic)
referenced
The brand system pulls the conceptual framework from the aesthetic vocabulary of Italian fashion houses. Jeph Burton at Johannes Leonardo stated the phrase called to mind classic Italian brands: Versace, Gucci, Valentino.
“It immediately called to mind those iconic but romantic images of the classic Italian brands ingrained in our collective memories—Versace, Gucci, Valentino, etc.”
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