Odaya Home Afifiina by Elena Gamalova is a highly esteemed winner of the very prestigious 2023 A' Design Award Uʻamea in Mamanu Afifi Competition Category.

UʻameaAfifi· 2023

Odaya Home Afifiina

by Elena Gamalova

Client: ODAYA Home

A' Design Award Uʻamea Winner in Afifi Category

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Verified Award Winner

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Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Odaya Home Afifiina

Odaya Home afifi e manaʻomia e faʻaalia ai le tufuga o le lane suʻi lima faʻaaogaina ma le taua faʻatusa o mea teuteu. O le ata o le peacock, o le elemene autu i le Odaya Home's first Care and Love Collection, o se leoleo masani o le fale. O le mamanu o le afifiina na atiina ae ai le ata o le peacock i se upega auro lelei o fulu, e manatua ai le faia o le lane. O le tala fa'ailoga o lo'o fa'amatalaina i totonu o le tapuni o le pusa meaalofa, a'o pepa ma'ale'ale o lo'o iai le fa'aupuga a le fa'ailoga "O oe e ona ma o le fale lenei, Odaya Home" e maua ai se afifi mu'amu'a mo le ie sateen cotton lelei totonu.

The Recognition

About the A' Design Award Uʻamea

O le A' Design Award Uʻamea na manumalo ai Odaya Home Afifiina, o se faamaoniga mamalu e tuuina atu i mamanu lelei e faataunuu ai manaʻoga faapolofesa ma pisinisi e faamoemoeina mai galuega ua mamanuina lelei. O ē manumalo i le Uʻamea e faaalia ai le tomai tele, le faapitoa maualuga, le malamalama o tagata poto ma le mafai fatufatuaʻi o ē na faia. E faamoemoeina Odaya Home Afifiina e avea ma mea ua matuā vivii, mataʻina ma pelepelea e aogā ma fou. O lenei mamanu na manumalo i le A' Design Award Uʻamea e tuufaatasia ai faiga sili o le pisinisi ma e iai uiga faatekonolosi mafai ua fesoʻotaʻi ma le poto ma le taleni. Ona o lona faatuatuaina, e tatau ai Odaya Home Afifiina ona faaaloalogia ma ua mamanuina e tuuina mai ai faaleleiga o le olaga e fesoasoani e faia ai e le lalolagi se nofoaga e sili atu ona lelei.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The objective was to create packaging that evokes centuries-old traditions in fine needlework and the strong symbolism of textile ornaments, used by generations of women in every home, town, and country. Elegant and graceful, handcrafted designs on lace and woven fabrics of exquisite quality have been the true luxury, a mark of status with a story to tell. Similar to the handcrafted textile product contained in it, the packaging needed to convey a sense of uniqueness and timelessness, craftsmanship through impeccable details.
Dimensions & Packaging: Box (large): Width 430 mm х Depth 100 mm x Height 380 mm with Lid: Height 50 mm
Box (small): Width 340 mm x 240 mm x 35 mm with Lid: Height 20 mm
Tags: artisanal bed linen, packaging, visual identity, luxury box, luxury packaging, craftsmanship
Production Technology: Paper boxes with gold foil stamped logo on the top.
Tissue paper with printed pattern on it.
Transparent sticker with gold foil monogram of the brand.
Ribbon printed with the logo in gold.
Design Challenge: The challenge was to create packaging that evoke cultural and traditional heritage and at the same time modern life and unforgettable interiors, so the product could stand out and appeal to the target audience to bring it home.
By using the peacock, Odaya Home succeeded in conveying an imposing brand image as one of the leading artisanal bed linen companies.
Research: The design is based on a deep study of European heritage ornaments and craftsmanship techniques in the textile arts. The research included a review of printed archives in libraries, museums, journal reviews, and artists' homes. Recreating heritage symbols, breathing life into centuries-old techniques, and empowering local artisans were the main factors taken into consideration during the phase of research and design.
Inspiration: The packaging is part of a branding project for an artisanal bed linen company. In order to accentuate the beauty of the handcrafted product themselves, the box packaging was decided to be in white color.
The peacock, a bird admired for its beauty, is a heritage symbol of core family values. Recreated in gold foil, the peacock is given the aura of eternal beauty and value, a brand illustration and symbol, but also the inspiration behind Odaya’s iconic first textile collection, Care and Love.
Project Duration: The project started in June 2022 and finished in March 2023, in Sofia, Bulgaria.
Operation Flow: The box could be reused to treasure memories, as letters, postcards, small collectibles objects, or as a
storage box.
Patents: Copyrights belong to Elena Gamalova, 2023.
Image Credits: Illustration and design: Elena Gamalova, 2023
Video Credits: ODAYA Home