Detunata
Visual identity for a technology provider in the food industry
Detunata is a company that provides integrated technological equipment and solutions for weighing, slicing, and labeling products in the food industry.
With over 25 years of experience in the field, the members of the Detunata team have designated 2020 as a year of major changes. While in 2019 the company reinvented itself and refocused all its efforts on providing specialized consulting in its field of expertise, as well as post-sale support and assistance, 2020 was the year to focus on its visual identity.
Visual Identity for a New Beginning
The Toud team, in close collaboration with the Detunata team, worked on redesigning the brand’s visual identity. We drew inspiration from the Detunata landforms—basalt columns—as well as the company’s new focus. We incorporated the Detunata monogram and the brand name to highlight its human side.
The Process of Creating the Visual Identity for Detunata
The organization has a fairly well-defined brand strategy. Based on a brief we received from the client and a series of virtual meetings, we were able to define the design directions quite clearly.
We took this information back to the creative team and began the creative process. “Creative process” is a bit of a stretch. We believe the word “creation” can only be applied to artists, who, free from constraints and with a free spirit, recreate worlds. In our case, it was a long journey to bring to life a symbol that could represent the company. In this process, we start with sketches, drawn in pencil on paper. It’s actually funny—sometimes ideas “find” us at the table, and then, using a napkin and a pen, we manage to capture a new direction. There’s no magic formula for achieving the result—just a continuous process of creating and reimagining ideas. As a result, we end up making 100–300 sketches, depending on the project.
That’s exactly what happened with Detunata. It was easy for us—we had several sources of inspiration, and the symbolism behind the brand was rich.
Below you can see where we ended up. It was quite a long journey, but as always, we enjoyed every moment of it.
