The organization has a pretty well-defined brand strategy. Based on a brief from the customer and a number of online meetings, we set the design directions.
We got back to the creative team with this information, and we started the creation process. Creation process it’s too much to say. We believe that we can attribute the word creation only to artists who, without constraints and by having a free spirit, can recreate worlds. In our case, it was a long process of giving life to a symbol that can represent the company. In this process, we start with sketches made with a pencil on paper. It is quite funny that sometimes the ideas “struck” us while dining and then using a pen and a napkin we manage to immortalize a new way. There is no magical formula for getting to a result, but a continuous process of creating and recreating ideas. Thus, we get to have 100-300 sketches depending on the project.
The same happened with Detunata. It was easy for us as we had several directions of inspiration, the symbolism behind the brand being generous.
Below you can see where we got in the end. The way was long, but like every time, we fully enjoyed it.