18: CRAFT (Outstanding Typography (billboards/poster))
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VAAY "FOUR LTTR WORD“ - VAAY
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 |
| Craft Leader(s): | Esra Gülmen |
| Role: | Head of Design |
| 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. |
| 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 |
