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Deodato Arte is proud to present the collaboration of José Molina with the Heineken Group, in which the “Moustache” of the famous Birra Moretti is restyled by one of Deodato Arte leading artists: José Molina.
Molina faced the challenge of redesigning the traditional moustache of the "Label Man", thus creating a famous collaboration between the art world and the brand. The intervention that Molina made to differentiate and strengthen the communication of the famous Italian brand required a pictorial intervention on the famous moustache.
"It was necessary to respect the traditionality and authenticity of Birra Moretti by using a traditional technique such as oil painting." - José Molina
The project was divided into several phases:
- The restyling of the historic all-Italian brand, Birra Moretti (now part of the Heineken group), involved the artist's collaboration with the agency Robilant&Associati.
- José's contribution was to offer a pictorial treatment to the famous "Man of the Label", managing to maintain tradition and authenticity thanks to his technical qualities.
- The challenge faced together with the agency's team was to combine in one image the values of tradition and authenticity that have always distinguished the brand and at the same time offer a more contemporary feel.
- In addition to Birra Moretti Ricetta Originale, José Molina proposed, using the engraving technique, the restyling of the "Label Man" of the beers belonging to the Famiglia delle Speciali.
José Molina: artist and publicist with a surreal style
José Molina, born in Madrid and now settled near Como Lake, began his career in advertising. At the age of 35, he decided to leave his solid career in advertising to devote himself to another great passion: art.
Molina is aware of the importance of his role as an artist. In his works he always seeks a point of interaction between the work itself and the viewer and his art does not limit itself to portraying the human being in his social dimension but tries to explore the most hidden aspects of human nature through the inclusion of visionary and surreal elements.
In addition, Molina's style presents an expert and very personal stroke in which the juxtaposition of very different techniques, such as the application of oil paints and the tracing of ink scratches, expresses Molina's contrasting personality.
Molina's path continues to grow with his art. From works characterized by self-analysis and analysis of the human soul, the last years of his career were characterized by a return to light-heartedness and bright, vivid colours. This new reinterpretation of his art marks José Molina's desire to make art a means of communication for everyone.
Birra Moretti and the emblematic “Baffo”
Founded in Udine by Luigi Moretti, a drinks and food entrepreneur, in 1859, the company is specialized in the production of beer. The company was later acquired by the Heineken group in 1996.
Over the years, the emblematic moustache (“Baffo”) of the "Label Man" became the symbol of Birra Moretti, and was also the subject of several billboards around Italy. The man, symbol of the company, embodies an all-Italian story. It was during the Second World War that the photoshoot that made the brand's history originated, when commander Lao Moretti, armed with his camera, was looking for stories to photograph. On this occasion Moretti came across a man with a hat and a moustache sipping a beer, which would mark the history of the brand.
