17: PRINT DESIGN (Packaging)

VAAY JPG
VAAY JPG
VAAY JPG

VAAY "FOUR LTTR WORD“ - VAAY
VAAY

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VAAY

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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: 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.
URL Link (optional): http://vaay.com
Other Credits: Strategy: Fernando Araujo, Alex O´Brien
Other Credits: Productdesign: Esra Guelmen, Adriana Liotta
Other Credits: Final Artwork: Chris Gerlach, Adriana Liotta