Dona Vitamina Galuega Autu: Fa'asinomaga o le Fa'ailoga by Ruis Vargas

Dona Vitamina Galuega Autu: Fa'asinomaga o le Fa'ailoga by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 A' Design Award Ario in Mamanu Ata Fa'atusa Competition Category.

ArioAta Fa'atusa· 2022

Dona Vitamina Galuega Autu: Fa'asinomaga o le Fa'ailoga

by Ruis Vargas

Client: Laika

A' Design Award Ario Winner in Ata Fa'atusa Category

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Verified Award Winner

Verify Award Status for #134862

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Colors

The Design

About Dona Vitamina Galuega Autu: Fa'asinomaga o le Fa'ailoga

Dona Vitamina o se galuega fa'asinomaga o le fa'ailoga na faia mo se fa'ailoga sua o lo'o iai nei. O le fa'ailoga o lo'o fa'aalia ai se tama'ita'i Vitorian e faasee mata o lo'o mitiina se sua, o se ata malie o se fine'au e ona o ia lava. E fa'alautele lena manatu, na tusia se fa'asologa o ata o fafine e eseese o latou tupuaga i se sitaili stencil ma tu'ufa'atasi ma ni fuaitau pupuu ma fa'amalie. O ata o lo'o fa'aalia i lisi o mea'ai, afifiga, ato, kata poso, fa'apipi'i ma se puipui tele na faia i lima. O le tele o mea'ai lolomi na gaosia e ala i le lolomi offset i lanu CMYK, ma o ato na faia i le silkscreen.

The Recognition

About the A' Design Award Ario

O le A' Design Award Ario na manumalo ai Dona Vitamina Galuega Autu: Fa'asinomaga o le Fa'ailoga, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Dona Vitamina Galuega Autu: Fa'asinomaga o le Fa'ailoga e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Dona Vitamina Galuega Autu: Fa'asinomaga o le Fa'ailoga o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

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