Tapioca Design & Branding LOGO TAPIOCA by Hardy Design
Tapioca: LOGO TAPIOCA
Credits & Description:
Category: Logo Design
Advertiser: TAPIOCA CULTURA
Product/Service: CULTURAL PRODUCER
Agency: HARDY DESIGN
Creative Director: Mariana Hardy (Hardy Design)
Designer: Rafael Maia (Hardy Design)
Media placement: Logo - Cultural Producer Agency - 22/08/2011
Describe the brief from the client
The client is a cultural producing agency, that created a new brand to their business. The naming process was quite deep, because the company's founder wanted a concept intimately linked to her roots and with a very insightful personality. 'Tapioca' was proposed because it is a typical and frequently home cooked dish from the Northeast of Brazil, where the client was born.
With the name decided, the client showed total openness to the graphic concept. The only request was boldness and flexibility.
Describe the challenges and key objectives
How to integrate 2 concepts almost antagonistic to each other? How to be so bold in personality and conciliate it with Bahia's joi-de-vivre? On the one hand, we needed to transmit the idea of a committed, organised and ethical company, and at the same time, it was also necessary to represent the characteristics of the owner and founder, a funny, easy-going, joyful person.
Describe how you arrived at the final design
An exclusive typography was designed, and used as a mask to receive all kind of interferences and transform the identity, as the agency works with many different cultural projects and edgy productions.The first element that composes this dynamic stationery was the art craft sand bottle. Another very typical product from the same region is the coloured sand bottle that represents Brazilian scenes and is sold as a souvenir. Further on, the idea is to allow other kinds of combinations.
Give some indication of how successful the outcome was in the market
The client launched this new brand, that was rapidly absorbed in the market. Since the presentation of the new visual identity, the client has exponentially expanded its market share.