Carmel Wineries is one of the largest and oldest wineries in the country, but the brand had lost some of its luster and needed to connect with a new generation of consumers: foodies.
Youngsters who experience food through the lens of a smartphone. And would rather kick back a few cocktails than a nice glass of wine. There posed the question; how do you create an entirely new and exciting food experience for foodies who believe they've already seen it all?
Our answer? #Foodography; a series of unique and unforgettable live dining events, that doubled as photography workshops, and at the center of which lay two first-of-a-kind dishes created to capture the perfect shot of gourmet food through a smartphone.
Working together with a ceramic artist, we created the world's first Instagram tablewear:
The 360 - a revolving platform designed for shooting beautiful video footage
The Limbo - designed for shooting still photography and cutting out background interference.
Then in cooperation with one of the country's most talented chefs, we crafted a menu inspired by wine. A five course dinner that would be plated and served exclusively on the specially crafted plates.
To complete the experience we invited the country's best food photographer to teach our guests the art of #Foodography.
Last but not least, to get the word out and the ball rolling, we made sure to invite to our launch event some special guests that would help get the word out to foodies. Our guest list included: 2 Michelin Star Chefs (Chef Israel Aharoni and Chef Moshik Roth), renowned local food bloggers, food critics, newspaper & television journalists and top wine critics.
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Launched in 2012, Team One’s The Legacy Lab™ is a thought-leadership platform exploring the dynamics of long-term brand building in a short-term world. The Legacy Lab has researched influential brands including The Bluebird Cafe, It Gets Better Project, Girls Who Code, The Ritz-Carlton Hotel Company, The Championships, Wimbledon and Taylor Guitars among others, and publishes many of its learnings online.…
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