The brand concept was developed by researching the nude in the history of art and classical mythology.
Renaissance art was used as the imaginary basis from which to begin, because it depicts the nude from a pureness of forms, lacking in sin, and, above all, linked to the liberation of pleasures. In The birth of Venus, by Botticelli (who, curiously, owned a tavern), the nude is something engendered by the sea, the light and the earth. It is paradise.
The idea of the canon of beauty, the golden section, is vital to this project, without forgetting that all of this classical beauty is frozen in time, in the interior of a can or bottle, an element that is in complete contrast with all the aforementioned. A can is a mundane, industrial, cold and, above all, “POPular”.
The perfect tension that exists between these two worlds – the canonic ideal and popular art – in the series “Gazing Ball” by Jeff Koons, served as the inspiration for the visualization of the new brand.