Happy Olive Tree Identity Design by Dotbirth Wins the A' Design Award in Graphics, Illustration and Visual Communication Design

Dotbirth honored for graphics, illustration and visual communication design by the international grand jury of the 2024 - 2025 A' Design Award & Competition

FOR IMMEDIATE RELEASE

COMO, Italy, April 21, 2025 /DesignNewswire/ Happy Olive Tree Identity Design by Dotbirth has been granted the A' Design Award in the Graphics, Illustration and Visual Communication Design category, A' Design Award & Competition has announced. The result belongs to the 2024 - 2025 A' Design Award & Competition and was reached through blind peer review by an international grand jury panel of established academics, design professionals and press members, who evaluated anonymized entries against predetermined criteria.

What the A' Design Award Means

The Iron A' Design Award is awarded to good designs that meet the rigorous professional and industrial standards set by the A' Design Awards. This recognition is reserved for works that demonstrate a solid understanding of design principles and show creativity within their execution. Recipients of the Iron A' Design Award are acknowledged for their practical innovations and contributions to their respective fields, providing solutions that improve quality of life and foster positive change. These designs are a testament to the skill and dedication of their creators, showcasing their ability to address real-world challenges through thoughtful design.

Regarding Happy Olive Tree Identity Design

Happy Olive Tree is a brand identity system created for an Australian organic food company. The identity is built on a modular set of graphic elements called Happy Salads, which draw on the colours and shapes of organic ingredients. The elements can be mixed and arranged in many ways, serving as containers for text, frames for images and decorative details. The scope covers the logo, the brand guideline and a packaging design system for sealed polypacks. The colourful approach sets the range apart from organic packaging in muted tones.

About Dotbirth

Jaman Adnan, aka Tilok Adnan, creative lead on this project, is an A' Design, Spikes Asia, and Red Dot Award winner with a passion for creating dynamic brand identities. Chief Creative Officer Jaiyyanul Huq has his fair share of agency awards, including the prestigious Cannes Lions and is a cofounder at DotBirth - a boutique agency formed by professionals who have worked in network agencies for the majority of their careers. Founded by Bangladeshi creative legend, Mr. Gousul Alam Shaon, the agency has garnered significant attention since its inception in 2023.

Award Record

With this recognition, Dotbirth is a winner of 1 A' Design Award.

About the A' Graphics, Illustration and Visual Communication Design Award

The A' Graphic Design Award is an international graphic design competition recognizing good graphic designs by best creative agencies and designers worldwide. The competition is organized within the A' Design Award & Competition and is open to graphic designers, communication designers, graphic artists and illustrators from all countries. Entries typically include logos, posters, infographics, brochures, packaging designs and business cards. Awarded graphic designs are published at https://designers.org/design-category/graphics

About A' Design Award & Competition

A' Design Award & Competition is an international, juried design accolade organized annually since 2008. The competition is open to entries from all countries. The A' Design Award has a philanthropic mission to advance society through good design by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Entries are peer reviewed and anonymously evaluated by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. The A' Design Prize granted to eligible laureates includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, the upload of a work and the preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. Further information is available at https://competition.adesignaward.com

Press Resources

Winner Page: https://designers.org/164468
A' Design Award Page: https://competition.adesignaward.com/164468
Media Showcase: https://www.designnewsroom.com/!164468
Laureate Profile: https://designers.org/d/358851

Media Contact

Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953

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Fact Sheet

The Work

Project: Happy Olive Tree Identity Design
Function: Identity Design
Category: Graphics, Illustration and Visual Communication Design
Discipline: Communication Design
Industry: Branding & Advertising and Arts
Colors: Goldenrod, Black, Dark Slate Gray, Dark Goldenrod and Dark Olive Green
Images: 5

The Recognition

Laureate: Dotbirth
Country: Bangladesh
Recognition: A' Design Award
Edition: 2024 - 2025
Design ID: #164468

Credits

Team: Gousul Alam Shaon, Jaiyyanul Huq, K. M. Mehedi Hasan Ansari, Iftekhar Ahmed Jeet, Jaman Mehedi Adnan, Giash Shaheen, Mahbub E Nowaz, Shah Alam Alo, Rafiur Rashid, Al Mamun and Nafees Akhtar Mithun, Sazzad Hosen

Design Details

Unique Properties: 50 per cent of Australians are of overseas ethnicity, leading to a demand for organic food, which is a cultural staple for many. Despite the growth of the organic market, its products often feature dull packaging that fails to reflect the vibrant and nutritious food they contain. When Happy Olive Tree decided to rebrand with its own product range, a modular brand identity system called Happy Salads was created, incorporating colours and shapes from organic foods to make the packaging as joyful as the products themselves.
Inspiration: Nature's Abundance is abundant in color. The design team created a new colour palette, drawing inspiration from various food items to reflect the natural richness of organic ingredients. To further enhance the brand’s playful and engaging approach to organic food, they introduced a dynamic and modular brand element system known as the Happy Salads. This system allows for mixing and matching elements, much like creating a favourite salad, offering endless possibilities across a diverse and evolving media landscape. Leveraging the Happy Salads concept, the team developed a cohesive brand identity and packaging system that reintroduces fun and colour into healthy, organic foods.
Research: This study examines the rebranding of Happy Olive Tree, focusing on how visual identity can align with consumer behavior and cultural trends. An audit of the brand’s previous materials and retail shelf spaces revealed that many organic food brands rely on muted color palettes, failing to convey the vibrancy of their products. Site visits to grocery stores and local bazaars highlighted the significant influence of color and fragrance on consumer decisions, especially within the growing farm-to-table movement. Inspired by these insights, the design team developed a modular brand identity system called Happy Salads, which draws from the natural colors and textures of organic ingredients.
Challenge: The research for Happy Olive Tree's rebranding faced several key challenges: Consumer Behaviour Insights: Observing purchasing decisions in real-world settings, such as grocery stores and local bazaars, required time and careful analysis. Identifying patterns, such as the influence of colour and fragrance, was essential but challenging due to the variability in consumer behaviour across different demographics and market conditions. Market Saturation with Similar Products: Many organic food brands rely on similar muted colour schemes, making it difficult to pinpoint unique differentiators.
Realization and Technology: The design team conducted a thorough audit of shelf displays and existing Happy Olive Tree materials, identifying that most organic food brands rely on muted colour schemes for their messaging. To gain deeper insights into consumer behaviour, the team visited supermarkets and local bazaars catering to farm-to-table businesses. Observations revealed that colour and fragrance significantly influence purchasing decisions. This growing farm-to-table movement inspired the development of raw, organic visual elements, which were later combined to form the dynamic Happy Salads system.
Operation and Interaction: The language that was created using the Happy Salads allow the brand to communicate colourfully, differentiating it from other brands in the market. This graphic device is so extendable and pervasive that it can be used as containers for texts, and frames for imagery, and decor for recall, allowing it to work across multiple media. The variations of Happy Salads are endless as the system is a manually generative and is only limited to the arrangement of the designer's imagination.
Project Duration and Location: This project spanned over a period of 5 months, from August 2023 to January 2024. New brand identity was first published in August 2024. Happy Olive Tree is an Australian based company which worked with Dotbirth in Bangladesh to create their new brand identity.
Specifications: The team was hired to deliver the following scope of work: Brand Strategy New Logo Design Brand Identity Design Identity System Brand Guideline Packaging Design System (For sealed polypack)
Keywords: Brand identity, Organic food, Packaging, Rebranding, Identity system, Graphic elements, Modular, Food