Dona Vitamina Branding is an innovative visual identity system that reimagines female empowerment through sophisticated graphic design and strategic brand storytelling, developed in 2020 in São Paulo, Brazil. The comprehensive branding project centers around a distinctive logotype featuring a Victorian-era woman character, symbolizing timelessness and self-ownership, with the Portuguese word dona emphasizing female autonomy and decision-making power. The visual identity system encompasses a diverse range of graphic elements, including illustrations of women from various ethnicities, playful typography, and a vibrant color palette, all working harmoniously to create an inclusive and engaging brand narrative. The design implementation spans multiple touchpoints, including menus (210 x 297 mm), postal materials (100 x 150 mm), custom packaging (various dimensions), and environmental graphics, with a notable wall installation measuring 3,000 x 1,300 mm. The project's technical execution utilizes offset printing in CMYK color space for most materials, with specialized silkscreen processes for certain applications such as bags. The design, which earned a Silver A' Design Award in the Graphics, Illustration and Visual Communication Design category, successfully addresses contemporary themes of female representation and empowerment while maintaining a lighthearted and accessible aesthetic approach. The brand's visual language creates a polyphonic narrative through stencil-style illustrations, incorporating everyday elements and nature motifs, complemented by conversational text elements that resonate strongly with the target audience and encourage social media engagement. This sophisticated branding system demonstrates exceptional strategic thinking in its ability to expand upon the original brand concept while preserving its core essence of humor and female empowerment.
branding design, female empowerment, visual identity, illustration system, packaging design, brand storytelling
CITATION : "Adam Dawson. 'Dona Vitamina Branding.' Design+Encyclopedia. https://design-encyclopedia.com/?E=450695 (Accessed on July 16, 2025)"
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