Dona Vitamina Dona Vitamina: Mari-pamantarana by Ruis Vargas

Dona Vitamina Dona Vitamina: Mari-pamantarana by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 A' Design Award Volafotsy in Famolavolana Grafika, Sary ary Fifandraisana Ara-tsary Competition Category.

VolafotsyGrafika· 2022

Dona Vitamina Dona Vitamina: Mari-pamantarana

by Ruis Vargas

Client: Laika

A' Design Award Volafotsy Winner in Grafika Category

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Colors

The Design

About Dona Vitamina Dona Vitamina: Mari-pamantarana

Dona Vitamina dia tetikasa mari-pamantarana natao ho an'ny marika ranom-boankazo efa misy. Ny logotype dia mampiseho vehivavy Victorian misavily maso mizotra ranom-boankazo, sary mampihomehy an'ilay vehivavy tompon-tenany. Mba hanitarana izany hevitra izany, dia nisy andiana sary hoso-doko misy vehivavy avy amin'ny foko samihafa nosoritana amin'ny fomba stencil ary nampifandraisina tamin'ny andian-teny fohy sy mampihomehy. Ireo sary hoso-doko dia miseho eo amin'ny menu, fonosana, kitapo, karatra fanaovana taratasy, sary miraikitra ary rindrina lehibe nataon-tanana. Ny ankamaroan'ny zavatra vita pirinty dia novokarina tamin'ny offset printing amin'ny loko CMYK, ary ny kitapo dia natao silkscreen.

The Recognition

About the A' Design Award Volafotsy

Nandresy ny A' Design Award Volafotsy ny famolavolana Dona Vitamina Dona Vitamina: Mari-pamantarana, fankasitrahana malaza be omena ny famolavolana ambaratonga ambony, tsara tarehy ary mahavariana. Ny mpandresy Volafotsy dia asa mamirapiratra dia mamirapiratra ary mamorona dia mamorona izay maneho ny fahaizana, ny talenta ary ny fahamaotinan-tsain'ny mpamolavola azy. Andrasana ho asa mahagaga, ohatra tsara, mahay amin'ny asa ary vaovao amin'ny halalin-tsaina ny famolavolana Dona Vitamina Dona Vitamina: Mari-pamantarana. Ity famolavolana nandresy ny A' Design Award Volafotsy ity dia fikarohana miavaka be ary ankafizina izay mahasoa ary mampandroso ny sisintanin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia. Ny famolavolana Dona Vitamina Dona Vitamina: Mari-pamantarana dia famoronana mahazo fitaka be izay mamaly ny faniriana, mitondra fihetseham-po tsara ary mamelona fahagagana sy fahatalanjonana.

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