Dona Vitamina Primary Function: Hōʻailona Waihoʻoluʻu by Ruis Vargas

Dona Vitamina Primary Function: Hōʻailona Waihoʻoluʻu by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 A' Design Award Kala in Hoʻolālā Kiʻi, Kiʻi Paʻi a me Kamaʻilio ʻIke Competition Category.

KalaKiʻi· 2022

Dona Vitamina Primary Function: Hōʻailona Waihoʻoluʻu

by Ruis Vargas

Client: Laika

A' Design Award Kala Winner in Kiʻi Category

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Verified Award Winner

Verify Award Status for #134862

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Colors

The Design

About Dona Vitamina Primary Function: Hōʻailona Waihoʻoluʻu

Book Text: ʻO Dona Vitamina he papahana hōʻailona waihoʻoluʻu i hana ʻia no kekahi hōʻailona wai hua ʻāina e kū nei. Hōʻike ka hōʻailona i kekahi wahine Vika me nā maka nānā kea e omo ana i ka wai hua, he kiʻi hoʻomākeʻaka o kekahi wahine nona iho ʻo ia. No ka hoʻonui i kēlā manaʻo, ua kaha ʻia kekahi pūʻulu kiʻi o nā wāhine o nā lāhui like ʻole ma ke ʻano ʻokiʻoki a hoʻopili ʻia me nā huaʻōlelo pōkole hoʻomākeʻaka. Hōʻike ʻia nā kiʻi ma nā papa ʻai, nā ʻōmole wahi, nā ʻeke, nā kāleka leka, nā pepa pili a me kekahi paia nui i hana lima ʻia. Ua hana ʻia ka hapa nui o nā mea i paʻi ʻia ma o ka paʻi offset ma nā waihoʻoluʻu CMYK, a ua paʻi kilika ʻia nā ʻeke.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Dona Vitamina Primary Function: Hōʻailona Waihoʻoluʻu i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Dona Vitamina Primary Function: Hōʻailona Waihoʻoluʻu he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Dona Vitamina Primary Function: Hōʻailona Waihoʻoluʻu e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

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