Dona Vitamina Utambulisho wa Chapa by Ruis Vargas

Dona Vitamina Utambulisho wa Chapa by Ruis Vargas is a highly esteemed winner of the very prestigious 2022 Tuzo ya Fedha ya A' Design Award in Usanifu wa Michoro, Picha na Mawasiliano ya Kuona Competition Category.

FedhaMchoro· 2022

Dona Vitamina Utambulisho wa Chapa

by Ruis Vargas

Client: Laika

Tuzo ya Fedha ya A' Design Award Winner in Mchoro Category

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Colors

The Design

About Dona Vitamina Utambulisho wa Chapa

Dona Vitamina ni mradi wa utambulisho wa chapa ulioundwa kwa ajili ya chapa ya juisi iliyopo tayari. Nembo ya maandishi inaonyesha mwanamke wa enzi za Victoria mwenye macho ya kutazama pande mbili akikunywa juisi, taswira ya kichekesho ya mwanamke anayejimiliki mwenyewe. Ili kupanua wazo hilo, mfululizo wa michoro ya wanawake wa makabila tofauti ilichorwa kwa mtindo wa stencil na kuunganishwa na maneno mafupi ya kuchekesha. Michoro hiyo inaonekana kwenye menyu, ufungashaji, mifuko, postikadi, stika na ukuta mkubwa uliotengenezwa kwa mikono. Vitu vingi vilivyochapishwa vilitengenezwa kwa uchapishaji wa offset katika rangi za CMYK, na mifuko ilichapishwa kwa mbinu ya silkscreen.

The Recognition

About the Tuzo ya Fedha ya A' Design Award

Dona Vitamina Utambulisho wa Chapa ni mshindi wa Tuzo ya Fedha ya A' Design Award, utambuzi wenye heshima kubwa ya ajabu unaotolewa kwa miundo ya hali ya juu kabisa, ya kupendeza na ya kuvutia. Washindi wa Fedha ni kazi zinazong'aa mno na bunifu kupita kiasi zinazoonyesha utaalamu bora, kipaji na busara ya wabunifu wao. Dona Vitamina Utambulisho wa Chapa inatarajiwa kuwa kazi nzuri ya kuigwa ambayo ni ya kitaalamu kwa kiasi kikubwa na yenye ubunifu wa kina. Muundo huu ulioshinda Tuzo ya Fedha ya A' Design Award ni uvumbuzi unaojulikana sana na kupendwa, unaonufaisha na kupanua mipaka ya sanaa, sayansi, usanifu na teknolojia. Dona Vitamina Utambulisho wa Chapa ni kazi inayotamaniwa mno inayochochea hamu, huleta hisia chanya na huzua mshangao na mastaajabu.

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