Zé Delivery is Brazil’s leading beer app mostly thanks to a huge sponsorship deal for Brazilian Soccer League. But not everybody knew that we had over 700 wine labels to also offer.
How to grow in a category seen as elitist and disconnected from fun and make wine feel at home in football culture?In Brazil, fans say they “ate” the rival’s mascot after a win—especially since most mascots are animals.
If winners already knew what they were having, we had the perfect wine to pair with it. Mascot Pairing turned this fan banter into a real-time promotional engine. For 8 months we covered the whole Football Leagues journey. Every time a team lost, Zé sent personalized discounts on wines that paired with that mascot’s meat for the winners in real time.
With sommelier-approved pairings, influencer content, and targeted offers, the experience spanned the full fan journey—from banter to bottle.
︎︎︎ Role
Creative Director & Designer
︎︎︎ Gut SP
2024
︎︎︎ Visual ID
To bring this idea to life, we took inspiration from the look and feel of small wine bodegas — places with handwritten chalkboards, self-made posters, and a raw, unpolished charm.
We created a series of illustrations that felt like they were drawn by a wine bar owner — simple, fun, and full of personality.
Along with that, we designed a custom alphabet that looked hand-done, helping everything feel more human and less commercial.
This visual style was used across all materials — from social posts to posters — with each piece created to match the story of that specific moment. The result was a visual identity that made wine feel right at home in football culture.
