Dona Vitamina Primary Function: Merkeidentitet by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 A' Design Award i Sølv in Grafikk, illustrasjon og visuell kommunikasjonsdesign Competition Category.
SølvGrafikk· 2022
Dona Vitamina Primary Function: Merkeidentitet
by Ruis Vargas
Client: Laika
A' Design Award i Sølv Winner in Grafikk Category
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- Verified Award Winner
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The Design
About Dona Vitamina Primary Function: Merkeidentitet
Book Text: Dona Vitamina er et merkeidentitetsprosjekt laget for et eksisterende juicemerke. Logotypen viser en skjeløyd viktoriansk dame som nipper til en juice, et humoristisk bilde av en kvinne som eier seg selv. For å utvide den ideen ble det tegnet en serie illustrasjoner av kvinner med ulik etnisk bakgrunn i en sjablongstil, kombinert med korte, morsomme fraser. Illustrasjonene vises på menyer, emballasje, poser, postkort, klistremerker og en stor håndlaget vegg. De fleste trykte artiklene ble produsert med offsettrykk i CMYK-farger, og posene ble silketrykket.
The Recognition
About the A' Design Award i Sølv
Dona Vitamina Primary Function: Merkeidentitet er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Dona Vitamina Primary Function: Merkeidentitet forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Dona Vitamina Primary Function: Merkeidentitet er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
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
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