Dona Portuguesa is a company dedicated to online selling of gift hampers composed of gourmet products, mainly food, exclusively of Portuguese origin or production.
My collaboration with this company came in the context of Internship, in an embryonic phase of the company and the namesake brand, which was not yet in commercialization or had any advertising. Regarding the design, only the logo (not my creation) and its colors were constituted.
It was my job to work on graphic identity in collaboration with the CEO, who wanted to visually show femininity, elegance, quality and minimalism in all graphic pieces, from print to digital.
Thus, the color palette consisted essentially of pink, red and burgundy shades, and the complementary fonts were reduced to create consistency and facilitate brand recognition and integrity. Product photography was inspired on the concept of flat photography (chosen by the CEO), as images could be more easily achieved with greater visual alignment, symmetry and balance.
Thus, the color palette consisted essentially of pink, red and burgundy shades, and the complementary fonts were reduced to create consistency and facilitate brand recognition and integrity. Product photography was inspired on the concept of flat photography (chosen by the CEO), as images could be more easily achieved with greater visual alignment, symmetry and balance.
During this internship, I developed the works shown below:
Various works | 2019
While working (as trainee) at: Dona Portuguesa
Rigid cards with messages of gratitude, congratulation or celebration to be sent with the gift hamper. They would be printed on pearl paper to provide an elegant look. Size: A6.
Cards designed to be integrated into the gift hampers. Each card would be attached to a particular product, depending on the message that was more appropriate. It would serve as a "clue" to the content when the gift hamper was received (especially if it was offered by someone else). The “frame” and typography were chosen to induce a romantic, classic and elegant image. Size: 4,5 x 5,5 cm.
Simple and feminine illustrations designed to be printed on private label white t-shirts (custom label shown) and tote bags.
To promote the (future) inauguration of Dona Portuguesa website and to start publishing on the brand's social media, it was requested the development of several teaser publications, to be published on the brand's Facebook and Instagram, as well as on the website homepage. The dimensions were adjusted to the medium where they would be published.
At the time of the creation of brand's social media profiles (Facebook and Instagram), the products' photos hadn't been taken yet and the date for the launch of the online store wasn't defined yet, so the company's CEO wanted the pages to be dynamized through the creation of some non-commercial themed publications (ephemeris, Portuguese proverbs, etc.) but somehow related to the products or themes of the gift hampers. Thus, a default layout was created for each of the themes to create a cohesive image.
In each post and layout, the visual resources to use would be stock images - sometimes edited so that the visual aspect and chromatic palette were close to the branding identity - or graphics and infographics developed by me. Once again, the goal would be to keep the images simple, neutral and appealing to be shared by followers. For each post, I would propose more than one version to the CEO, so sometimes it happened that there were 2 versions of the same post approved (so that the image would not be repeated in both social profiles).
In each post and layout, the visual resources to use would be stock images - sometimes edited so that the visual aspect and chromatic palette were close to the branding identity - or graphics and infographics developed by me. Once again, the goal would be to keep the images simple, neutral and appealing to be shared by followers. For each post, I would propose more than one version to the CEO, so sometimes it happened that there were 2 versions of the same post approved (so that the image would not be repeated in both social profiles).
The template for the brand's website was previously chosen by the CEO, and my role was to develop the homepage advertising banners (which would change according to the ongoing campaigns) and illustrative images of the highlighted categories / themes. As in social media publications, stock images were used (with the exception of the “Lenços de Viana” category), taking attention in the predominant colors in them. Categories images have less opacity by an aesthetic choice, so they would not compete with the banners.
The (nearly 70) photographs of the gift hampers were inspired by the concept of flat photography, an aesthetic appreciated and chosen by the CEO. The background would always be the same (a marble slab) to maintain visual consistency, and the visual distribution and position of the products also remained similar whenever possible.
