VAAY "FOUR LTTR WORD“ - VAAY
VAAY

Shortlist

Title of Entry:	VAAY "FOUR LTTR WORD“
Brand:	VAAY
Product/Service:	VAAY
Client:	SanityGroup
Entrant Company:	HEIMAT, Berlin
Creative Agency:	HEIMAT, Berlin
Creative Director:	Ove Gley, Florian Fischkal
Art Director:	Adriana Liotta
Designer:	Esra Guelmen
Copywriter:	Felix Karges
Chief Creative Officer:	Guido Heffels, Matthias Storath
Sector:	COSMETICS & TOILETRIES
Account Executive:	Annika Garn
Account Manager:	Lisa Lademann
Date of Release:	2020-01-31
Notes:	The “FOUR LTTR WORD” packaging for VAAY // Design Principle It's tough to advertise in Germany's emerging cannabis products market; concrete promises about efficacy are forbidden. This constraint drove our strategy behind the new brand VAAY, for which we developed a 4-letter-word system that poetically conveys the effect of each CBD product–entirely legally. The “FOUR LTTR WORD” packaging for VAAY // Product Design Be it for the sport gel, the vape pen, the different mouth sprays or bath accessories, each VAAY-branded product got an identity of its own, based on 4-letter-word poems that lyrically and playfully dramatize their effects. The “FOUR LTTR WORD” packaging for VAAY // Implementation This system also formed the basis for all further VAAY communications relating to the product range, across all online and offline channels.
Other Credits:	Strategy: Fernando Araujo, Alex O´Brien
Other Credits:	Productdesign: Esra Guelmen, Adriana Liotta
Other Credits:	Final Artwork: Chris Gerlach, Adriana Liotta