14: LUXURY & FASHION
(Beauty)
VAAY "FOUR LTTR WORD“ - VAAY
VAAY
Shortlist
Title of Entry:
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VAAY "FOUR LTTR WORD“ |
Brand:
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VAAY |
Product/Service:
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VAAY |
Client:
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SanityGroup |
Entrant Company:
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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: |
38265 |
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.
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Other Credits: |
Strategy: Fernando Araujo, Alex O´Brien |
Other Credits: |
Productdesign: Esra Guelmen, Adriana Liotta |
Other Credits: |
Final Artwork: Chris Gerlach, Adriana Liotta |