Empowering Women Through Design: Dona Vitamina's Branding Revolution

Ruis Vargas' Award-Winning Branding for Dona Vitamina Celebrates Female Diversity and Empowerment

The inspiration behind the design revamp of Dona Vitamina was to preserve its original essence of humor and female empowerment while introducing a fresh branding language. Vargas created a series of narratives featuring women of different ethnicities and manners, which are now scattered across the brand's surface design, packaging, menus, and more. These women epitomize the brand's fun and timeless spirit.

What sets this design apart is its expanded female representation and empathic connection with its audience. The brand's identity materials now have a more intense and diverse graphic rhythm, an expanded color palette, and a stronger presence in the environmental design. By giving more voice to female representations, the brand strengthens its original concept of a woman who owns herself.

Most of the graphic materials were produced in offset in CMYK-scale colors, suitable for delivery. The wall was handmade by Marcelo Ruis Vargas Martinelli. The design specifications include various formats for wall, menu, postals, bags, packages, and stickers, each with its unique print and paper quality.

The visual identity project contributes to empowering the feminine nature of the Dona Vitamina brand. The casualness and informality of the brand's visual language and its authentic narratives make the clients feel welcomed. The project started in January 2020 and finished in September 2020 in Sao Paulo, Brazil.

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 Dona Vitamina logotype is the representation of a timeless woman: a fun lady from the English Victorian era who allows herself total relaxation when drinking juice. She owns her desires and her decisions, because "dona" means owner in Portuguese. To enhance this characteristic of female empowerment in the brand, several other graphic representations of "dona" were created: girls and women of all ethnicities on communication materials, composed of illustrations, balloons with fun phrases and colors, showing a set of multiple feminine facets.

With this design, Ruis Vargas has not only created a visually appealing brand identity but also a narrative that celebrates and empowers women. This innovative approach to branding has rightfully earned Dona Vitamina a Silver A' Design Award, marking it as a top-of-the-line, creative, and professionally remarkable design that illustrates outstanding expertise and innovation.