Dona Vitamina Astaanta Sumadda by Ruis Vargas

Dona Vitamina Astaanta Sumadda by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 Abaalmarinta Lacagta ah ee A' Design Award in Naqshadeynta Garaafigga, Sawir-gacmeedka iyo Isgaarsiinta Muuqaalka Competition Category.

LacagGaraafig· 2022

Dona Vitamina Astaanta Sumadda

by Ruis Vargas

Client: Laika

Abaalmarinta Lacagta ah ee A' Design Award Winner in Garaafig Category

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Colors

The Design

About Dona Vitamina Astaanta Sumadda

Dona Vitamina waa mashruuc astaanta sumadda ah oo loo abuuray sumad casiir jira. Sumadda calaamadaha ah waxay muujinaysaa marwo Victorian ah oo isha isku jiirsan iyadoo casiir cabbaysa, sawir kaftan leh oo haween is-leh naftooda. Si loo ballaariyo fikraddaas, waxaa la sawiray taxane sawiro gacmeed ah oo haween ka kala soo jeeda qowmiyado kala duwan iyagoo qaab stencil ah loo sameeyay oo lagu darsay weedho gaagaaban oo maad leh. Sawirradan waxay ka muuqdaan liisaska cuntada, xirmooyinka, boorsooyinka, kaadhadhka boostada, istikaro iyo darbi weyn oo gacanta lagu sameeyay. Inta badan alaabta la daabacay waxaa lagu soo saaray daabacaadda offset ee midabada CMYK, boorsooyinkana waxaa lagu daabacay silkscreen.

The Recognition

About the Abaalmarinta Lacagta ah ee A' Design Award

Dona Vitamina Astaanta Sumadda waa guuleystaha Abaalmarinta Lacagta ah ee A' Design Award, aqoonsi sharaf aad u sarreeya oo la siiyo naqshado heerka ugu sarreeya oo quruxsan oo soo jiidasho leh. Guuleystayaasha Lacagta waa shaqooyin aad u dhalaalaya iyo hal-abuur sare leh oo muujiya khibrad, hibo iyo hufnaan naqshadeeyayaashooda. Dona Vitamina Astaanta Sumadda waa shaqo la filayo inay noqoto shaqo quruxsan oo tusaale ah, xirfad cad leh oo hal-abuur qoto dheer leh. Naqshadahan ku guuleystay Abaalmarinta Lacagta ah ee A' Design Award waa hal-abuur aad loo dareemo oo la ammaano, waxtar leh oo hormariya xuduudaha farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada. Dona Vitamina Astaanta Sumadda waa hal-abuur dad badan ay doonayaan, kicisa rabitaanno, keena dareenno wanaagsan oo abuura yaab.

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