was founded in 2002 by Gustavo Elgelhardt, a product designer concerned with the environment and production process with non-renewable resources, and one of the pioneers to work within the ecodesign concept in the Brazilian product design scenario. His carefully hand-crafted products are often associated with common, daily-use objects such as a deck of cards or critters such as a centipede. Desfiacoco’s product line has been awarded worldwide in the most important competitions such as iF Awards and Museu da Casa Brasileira, and were part of exhibitions such as Destination Brazil at MoMA in New York and Brasil Ê Cosi, in Milan, Italy. However, the brand awareness was focused in the ecodesign field and didn’t keep track of the internet and social media devices in order to sell products in a more effective way. With a new visual identity, brand strategy and planning turned to social media channels, Desfiacoco is now a nationally praised ecodesign brand, with its products making appearances from prime time soap opera scenarios to Italian Vogue features and the Brazilian Design Biennial. We hope that you enjoy the process and making of the ideas behind the new visual identity on the next few pages.
ECO-FRIENDLY
CONNECTED
DEXTEROUS
HAND MADE
brand values
CREATIVE
BELOVED
ACCURATE
AWARE
CHARMING
PLAYFUL
Elements that represent the values behind the brand and its new phase were used to construct the final version of the logo
ARTSY
symbol
The name Desfiacoco is translated by a strong symbol of an open head. Desfia is literally translated as “reeling off ” and Coco figuratively represents the head. It’s a metaphor for the process of persisting on an idea. The brand values were combined around the head in the shape of a tree
typography
Knockout HTF46-Flyweight
Knockout HTF74-FullSumo
ABCDEFGHIJKLMNOPQRSTUVXWYZ abcdefghijklmnopqrstuvxwyz 1234567890 !@#$%ˆ&*()-=+[]{}<>?!
ABCDEFGHIJKLMNO PQRSTUVXWYZ abcdefghijklmno pqrstuvxwyz 1234567890 !@#$%ˆ&*()-=+[]{}<>?!
Font chosen: Knockout font family by Hoefler & Frere-Jones Type Foundry
logotype
We wanted a fashion-design label approach for the logotype, representing the values added to the brand and its products
centopĂŠia phosphoro banco carta dama TM
TM
TM
typography
Font chosen: Knockout font family by Hoefler & Frere-Jones Type Foundry, here used to identify the product line properly
TM
applications
Packaging for Centopeia fruit bowl
applications
Promotional material
applications
Product catalogue
applications
Website
applications
Promotional material
THE END
Thanks for the attention.
desfiacoco.com