When ingenious Kevin McKenzie coined the term “phygital” in 2015, he was restricting this new concept to shopping mall experiences and how to leverage the experience between physical and consumer stores through digital - especially mobile. But today, the term has gained more scale, and can comprehend any collision between the physical and the digital that promotes some experience or product in many fields, not just in marketing or advertising. Introducing the Tokyo's Café take-out line branding system in Recife (Brazil); part of the artisan in linoleum engraving, it receives digital treatment, becomes off-set printing, gigantography, and various graphic design materials and collateral. From artisanal to technological; from the physical to the digital. In both worlds, the craft continues the king.
In partnership with Creatto Comunicação Estratégica (account).