Dona Vitamina Identitat de marca by Ruis Vargas

Dona Vitamina Identitat de marca by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 A' Design Award d'Argent in Disseny Gràfic, Il·lustració i Comunicació Visual Competition Category.

ArgentGràfic· 2022

Dona Vitamina Identitat de marca

by Ruis Vargas

Client: Laika

A' Design Award d'Argent Winner in Gràfic Category

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Verified Award Winner
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Colors

The Design

About Dona Vitamina Identitat de marca

Dona Vitamina és un projecte d'identitat de marca creat per a una marca de sucs ja existent. El logotip mostra una dama victoriana guerxa bevent un suc a glops, una imatge humorística d'una dona que és amo de si mateixa. Per ampliar aquesta idea, es va dibuixar una sèrie d'il·lustracions de dones de diferents ètnies en un estil d'estergit, acompanyades de frases curtes i divertides. Les il·lustracions apareixen en cartes, embalatges, bosses, postals, adhesius i una gran paret feta a mà. La major part dels elements impresos es van produir mitjançant impressió òfset en colors CMYK, i les bosses es van estampar amb serigrafia.

The Recognition

About the A' Design Award d'Argent

Dona Vitamina Identitat de marca és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Dona Vitamina Identitat de marca sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Dona Vitamina Identitat de marca és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The brand's language starts to have an expanded female representation and empathic with its public. Identity materials have a more intense and diverse graphic rhythm, an expanded color palette and occupaining of the environmental design. By giving more voice to female representations, the brand strengthens its original concept: a woman who owns herself. Text and graphic representation quickly talk to the public, who shares them on social media and engages with the brand's culture.
Dimensions & Packaging: Wall, format 3.000 x 1.300 mm. Menu, sheet format 210 x 297 mm, printed on offset paper 300 g/m2., 4X4 colors (CMYK). Postals, sheet format 100 x 150 mm printed on offset paper 240 g/m2., 4X0 colors (CMYK). Bags, format 300 x 400 x 150 mm printed on silkscreen process. Packages, format 210 x 150 X 100 mm, format 150 x 150 X120 mm. Stickers, format 90 x 90 mm, format 30 x 90 mm.
Tags: Branding, Logotype, Package, label, illustration
Production Technology: Most of the graphic materials were produced in offset in CMYK-scale colors. Offset packaging is suitable for delivery. The wall was handmade by Marcelo Ruis Vargas Martinelli.
Design Challenge: The challenge was to reinvigorate the language of the Dona Vitamina brand. The brand is a timeless woman and master of her own will. Allowing the brand's voice to propagate itself in other female representations was the path for the brand to become polyphonic and collective. A series of illustrations of women interacting with elements of everyday life and nature were created, in a stencil style, to represent female polyphony. The voices are with fun phrases, translating the brand's spirit.
Research: The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of meaning, an affirmation, and the need to design small graphic narratives. Thus, the visual identity project expands upon the detailed and strategic work of building an imaginary universe that represents the culture of the Dona Vitamina brand.
Inspiration: Dona Vitamina was need to change its branding language while preserving its original essence of humor (the logotype is a cross-eyed Victorian lady sipping a juice) and the genesis of female empowerment present since the begin. A series of narratives with women was created, building other Donas Vitaminas, which contemplate different ethnicities and feminine manners. Scattered across surface design, packaging, menus and more, these women are the epitome of the brand's fun and timeless spirit.
Project Duration: The project started in January 2020 and finished in September 2020 in Sao Paulo, Brazil.
Operation Flow: The visual identity project contributes to empowerment the feminine nature of the Dona Vitamina brand, the owner and the majority of the staff are woman. In addition, it allows the client to feel welcomed by the casualness and informality of the brand visual language and its authentic narratives.
Patents: Laika
Team Members: Ruis Vargas, creative director and illustrator; Lorenzo Morelatto, graphic designer.
Image Credits: Photo by: Madelaine Seagram and Laika