Dona Vitamina Primary Function: Chizindikiro cha Mtundu wa Malonda by Ruis Vargas

Dona Vitamina Primary Function: Chizindikiro cha Mtundu wa Malonda by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 Mphoto ya Siliva ya A' Design Award in Mapangidwe a Zithunzi, Zojambulidwa ndi Kulumikizana Mwazithunzi Competition Category.

SilivaZithunzi· 2022

Dona Vitamina Primary Function: Chizindikiro cha Mtundu wa Malonda

by Ruis Vargas

Client: Laika

Mphoto ya Siliva ya A' Design Award Winner in Zithunzi Category

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Colors

The Design

About Dona Vitamina Primary Function: Chizindikiro cha Mtundu wa Malonda

Dona Vitamina ndi ntchito ya chizindikiro cha mtundu wa malonda yopangidwa ya mtundu wa malonda wa juzi omwe udalipo kale. Chizindikiro cha logo chikuwonetsa mzimayi wa nthawi ya Victoria wokhala ndi maso otsatsatsa akumwa juzi, chithunzi choseketsa cha mzimayi amene ali ndi ufulu wodzilamulira yekha. Pofuna kukulitsa lingaliroli, mndandanda wa zithunzi za akazi a mafuko osiyanasiyana unajambulidwa mu kalembedwe ka stencil ndipo unaphatikizidwa ndi mawu ochepa oseketsa. Zithunzizi zikuwonekera pa mamenyu, zonyamulira, matumba, makhadi otumizira, zisonyezo ndi khoma lalikulu lopangidwa ndi manja. Zambiri mwa zinthu zosindikizidwa zidapangidwa ndi kusindikiza kwa offset mu mitundu ya CMYK, ndipo matumba adasindikizidwa ndi njira ya silkscreen.

The Recognition

About the Mphoto ya Siliva ya A' Design Award

Dona Vitamina Primary Function: Chizindikiro cha Mtundu wa Malonda ndi mmodzi mwa opambana a Mphoto ya Siliva ya A' Design Award, kuzindikirika kolemekezeka modabwitsa komwe kumaperekedwa kwa mapangidwe a pamwamba, okongola ndi ochititsa chidwi. Opambana a Siliva ndi ntchito zowala kwambiri ndi zolenga kwambiri zomwe zimaonetsa ukatswiri, luso ndi nzeru zakuthwa za opanga awo. Dona Vitamina Primary Function: Chizindikiro cha Mtundu wa Malonda akuyembekezeka kukhala ntchito yodabwitsa yoonetsedwa, yaukatswiri wapadera ndi yatsopano kwambiri. Mapangidwe opambana Mphoto ya Siliva ya A' Design Award awa ndi chopangidwa chodziwika kwambiri ndi choyamikiridwa chomwe chimapindulitsa ndi kukulitsa malire a luso, sayansi, kapangidwe ndi ukadaulo. Dona Vitamina Primary Function: Chizindikiro cha Mtundu wa Malonda ndi cholengedwa chomwe anthu ambiri amachichitira nsanje, chomwe chimadzutsa zilakolako, kubweretsa maganizo abwino ndi kuyatsa kudabwa ndi chidwi.

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