14: LUXURY & FASHION (Beauty)
VAAY "FOUR LTTR WORD“ - VAAY
|Title of Entry:||VAAY "FOUR LTTR WORD“|
|Entrant Company:||HEIMAT, Berlin|
|Creative Agency:||HEIMAT, Berlin|
|Creative Director:||Ove Gley, Florian Fischkal|
|Art Director:||Adriana Liotta|
|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|