Amüse Food Store
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Indulge Without Shame
TRANSFORMING THE HOME DINING EXPERIENCE BY BLENDING THE FOOD AND FASHION INDUSTRIES.
Drawing inspiration from the fashion industry, Amüse introduced a provocative brand positioning under the ethos “Comer sem pudor” (Indulge without shame) launching food product lines as seasonal collections rather than traditional menus.
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Motion Direction
Amüse Food Store emerged as a pioneer, offering a sophisticated alternative for home meals. The brand target young adult foodies, passionate about gourmet dining but uninterested in cooking themselves, and disappointed by the lack of quality from food delivery options. By investing heavily in branding, design, packaging, and point of sale, Amüse ensured that its high-end dishes, vacuum-sealed for freshness, were not only delicious but also visually striking.
This approach, combined with the creation of “Instagrammable” in-store experiences, attracted significant attention from major food and fashion publications in Brazil, including Vogue Magazine, Prazeres da Mesa, and Revista Veja. The brand’s positioning was crucial in promoting a lifestyle where enjoying high-quality food didn’t require formality. Instead, Amüse presented a cool, sexy, modern, and youthful image that conveyed the simple idea that all one needed to enjoy great food was the food itself and the desire to indulge. Nothing more.
Amüse Food Store
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Brand Identity
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Website
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