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 and 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.
