Dona Vitamina Primary Function: Tus Cim Qhia Txog Lub Npe Khoom by Ruis Vargas

Dona Vitamina Primary Function: Tus Cim Qhia Txog Lub Npe Khoom by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 A' Design Award Nyiaj in Tsim Duab Kos, Duab Piav thiab Kev Sib Txuas Lus Pom Competition Category.

NyiajDuab Kos· 2022

Dona Vitamina Primary Function: Tus Cim Qhia Txog Lub Npe Khoom

by Ruis Vargas

Client: Laika

A' Design Award Nyiaj Winner in Duab Kos Category

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Colors

The Design

About Dona Vitamina Primary Function: Tus Cim Qhia Txog Lub Npe Khoom

Book Text: Dona Vitamina yog ib txoj haujlwm tsim tus cim qhia txog lub npe khoom rau ib lub npe kua txiv uas twb muaj lawm. Tus cim npe qhia txog ib tug poj niam Victorian uas ntsia qhov muag nrig nyob nphav kua txiv, ib daim duab luag ntxhi txog ib tug poj niam uas tswj tau nws tus kheej. Txhawm rau nthuav txoj kev xav ntawd, ib pab duab kos txog cov poj niam los ntawm ntau haiv neeg tau raug kos ua tus qauv stencil thiab muab tso ua ke nrog cov lus luv luv thiab lom zem. Cov duab kos tshwm sim rau ntawm cov menu, cov thawv ntim khoom, cov hnab, cov phaib xa xov, cov ntawv nplaum thiab ib phab ntsa loj uas tsim tes ua. Feem ntau ntawm cov khoom luam tau raug tsim los ntawm txoj kev luam offset hauv cov xim CMYK, thiab cov hnab tau raug luam ua silkscreen.

The Recognition

About the A' Design Award Nyiaj

Dona Vitamina Primary Function: Tus Cim Qhia Txog Lub Npe Khoom yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Dona Vitamina Primary Function: Tus Cim Qhia Txog Lub Npe Khoom xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Dona Vitamina Primary Function: Tus Cim Qhia Txog Lub Npe Khoom yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

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