Jaya Beach Tennis Corporate Identity by Arbo Design is a highly esteemed winner of the very prestigious 2023 Tuzo ya Shaba ya A' Design Award in Usanifu wa Michoro, Picha na Mawasiliano ya Kuona Competition Category.
ShabaMchoro· 2023
Jaya Beach Tennis Corporate Identity
by Arbo Design
Client: Four Seasons Importação, Exportação, Distribuição e Comércio Ltda
Tuzo ya Shaba ya A' Design Award Winner in Mchoro Category
Verified Award Winner
Verify Award Status for #148994The Design
About Jaya Beach Tennis Corporate Identity
It's a strategic design application for market positioning. The new brand creation was thought for beach tennis players, sports supporters, and lifestyle. Besides strategy, the design had a tactical and operational role in product development. In the rackets, for desired performance and needs, the requirements communication was done via visual language. Also was developed accessories and apparel to differentiate the brand, since they can be easily incorporated into daily life due to the style, being committed to the user's routine, and not only to occasional use in sports.
The Recognition
About the Tuzo ya Shaba ya A' Design Award
Jaya Beach Tennis Corporate Identity ni mshindi wa Tuzo ya Shaba ya A' Design Award, utambuzi wenye heshima kubwa unaotolewa kwa miundo bora inayotofautishwa kwa ubunifu, ustadi na busara. Washindi wa Shaba ni kazi za ufundi mwingi na bunifu ya kushangaza zinazothibitisha uzoefu mpana, mawazo na ustadi wa wabunifu wao. Jaya Beach Tennis Corporate Identity inatarajiwa kuwa kitu kinachothaminiwa sana, kupendwa na kuenziwa, ambacho ni cha kitaalamu na bunifu kwa kiasi kikubwa. Muundo huu ulioshinda Tuzo ya Shaba ya A' Design Award unajumuisha mbinu bora katika sanaa, sayansi, usanifu na teknolojia, na ni bora kwa umakini wake kwa undani. Jaya Beach Tennis Corporate Identity hutosheleza mahitaji kwa uzuri, hugusa hamu, huvutia hisia na kuvutia udadisi.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- JAYA comes from Sanskrit "victory" and intends to promote the sport that is gaining space. Delivering technical and aesthetic quality, the work started with strategic positioning definition, naming, identity, brand architecture, and product portfolio. Developing the market positioning, impacting the business and service experience, the result unfolds verbal and visual points of contact, materializing the purpose, and conquering the audience with an accessible performance and innovative look.
- Dimensions & Packaging
- Product dimensions: Width 260 cm x Length 500 mm x Depth 22 mm. Weight: 330 g.
- Tags
- Sport, Beach, Tennis, VBL, Identity, Language, Design
- Production Technology
- The rackets are made with a steel frame and a synthetic or natural rubber grip. The strings are typically made from a combination of synthetic fibers, such as polyester and nylon. Additional materials, such as graphite or foam, may also be used in the construction of the racket.
- Design Challenge
- The process consisted of creating conceptual definitions that form the brand platform, name, verbal and visual identity, and statement phrases. The challenge was to develop verbal language and make it tangible in the context of product development. Then a deep dive into the beach tennis universe was done, becoming possible to build a narrative that brought meaningful concepts, important to bring the language into a differentiated and technical place.
- Research
- Desk Field, Focus Groups, Consumer Insights, Trend Mappings. We collect all data through immersive process including consumer, designers and multidisciplinary teams (marketing, engineer, anthropology, etc.). Objective: Bring innovation and differentiation. Method: Consumer-Centric Insights with Design based approach to solving problems. Steps: Research (map and understand), Conceptualize (alternative generation), Visualize (renderings), Realize (prototype) and Implement.
- Inspiration
- Fill the market gaps highlighted by the strategic positioning. It is suitable for urban living, signifying this context, balancing an admittedly cosmopolitan aesthetic with a rescue of the freedom and energy of the beach environment. Thus, elements are referred to the city architecture, graffiti, and fashion, in addition to the intensity of nature's colors. As for the user experience, there was also a gap in accessible performance.
- Project Duration
- The project started in February 2022 in Brazil and China and finishes in July 2022. The project has been made in Brazil and the technical developments have been made in China with technologies suppliers. The production will occur in China.
- Operation Flow
- It is a strategic design application for market positioning. The new brand creation was thought for beach tennis players, sports supporters, and lifestyle. Besides strategy, the design had a tactical and operational role in product development. In the rackets, for desired performance and needs, the requirements communication was done via visual language, also was developed accessories and apparel to differentiate the brand, since they can be easily incorporated into daily life due to the style, being committed to the user routine and not only to occasional use in sports.
- Team Members
- Valkiria Pedri Fialkowski
Daniel Kroker
Talita Gabriela Manchur
Eduardo Timm - Image Credits
- ARBO design team
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