Interview about Dreavita Branding, winner of the A' Graphics, Illustration and Visual Communication Design Award 2024
Dreavita is a progressive and inclusive wellness brand. Visual identity was intended to be sensitive, respectful and considerate, reflecting the brand's inclusive character. The concept was born from the idea of strong nature and it's called Simplicity inspired resilience. As the patterns of nature hints to consistency, strength and growth, the branding aims to pass these messages through affirmations and minimal design approach. Illustrations are focused on the patterns of nature, demonstrating the repetition and the resilience result in success in life.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe visual identity was intended to be sensitive, respectful and considerate, reflecting the brand’s inclusive character. The concept was born from the idea of strong nature: we called it “simplicity inspired resilience.” As the patterns of nature hints us to consistency, strength and growth, the branding aims to pass these messages through affirmations and minimal design approach.
The branding features linear layouts and lean typography with a touch of hand-drawn personality. Combined with natural patterns, the frames support the brand’s feelings of growth and resilience. Illustrations focus on the patterns of nature, demonstrating how repetition and resilience results in success.
Young adults who are dealing with mental health issues have strong feelings: they want to be understood, and they’re very sensitive. So, you wouldn’t want to give them something that doesn’t feel real and intimate. Nature was the biggest inspiration as it is always there; life passes by it, and nature stays there—strong, but not overwhelmingly in your face. Nature gives you power and support on a deeper level.
The most challenging aspect of the project—as it usually is with such brands—was to reflect Dreavita’s abstract characteristics and find a way to connect with the audience. I wanted to come up with a concept different from your usual self-growth brands to create an identity that feels genuinely intimate. By balancing out the fragile illustrations with a geometric and lean typography, the brand gives the feeling of subtle support.
I created three versions of the logo for Dreavita to be flexible to adapt in any graphic media and to underline the brand’s inclusivity. By doing that and creating a demonstrating logomotion video, brand achieved a real inclusive perception.
I went out and looked for nature's patterns where the repetition is more obvious such as tree trunk and animal's skin patterns. These visual elements shown on various different nature images strengthen the resilience idea.
The support of nature doesn’t overpower but empowers with the concept of calm resilience. It inspires you but lets you do the work, because at the end, it’s you that needs to find resilience and embrace a life filled with purpose.
By not overpowering but empowering the young adults, it's possible to create respectful designs. The support and inspiration that comes from nature is very subtle but strong. This helps creating a sensitive and considerate brand character.
Nature is a very deep inspiration source. Using this inspiration with minimal design choices and a strong color combination makes a difference. I believe any mental health company has an opportunity to find something to be inspired by in the nature.
I believe the key is understanding the audience. When you know how they will react to certain kind of tone and voice, you would be better able to design a sensitive identity.
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