Doiy turns 10 by

Client: Doiy
Year: 2018
Tags: Art Direction, Brand Narrative, Strategic Communication

A brand narrative for DOIY
Written by Emmy Koski
Edited by Bis Turnor
Photography by Dizy Díaz

1,225 views

“You only turn 10 once – so, one should do so properly.” Doiy came to us to develop a celebration of their ten year anniversary. We decided to map out their story through the ten most significant products that lead the way to their success.

Folch - Doiy turns 10

Telling the story through objects

In a cheerful and insightful interview with founders Elodie and Jaime, we spoke of obstacles and struggles, but also the luxury of doing what one always dreamt of. Their love of trends, materials, process – and above all: the element of surprise. Together we edited a text for the catalogue, binding together their story and marking out the milestones, looking back but also peering forward.

Illustrating the milestones

The seasonal catalogue needed a festive outfit, so we invited the illustrator Fran Caballero to interpret the anniversary with a cheerful composition of the 10 Doiy products that made history in the company’s evolution. With his quirky line drawings – he built a carefully balanced structure of bodies mixed with the products.

  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10
  • Folch - Doiy turns 10

10 Year Anniversary Autumn Winter ’18 Catalogue  

Playing with techniques

Decorated with the illustration, we played with two different shades of orange to separate the figures from the objects on the cover. The lines are foil stamped in blue to give an extra sparkle. The illustrated objects are also used inside the catalogue alongside Doiy’s journey. Moreover, the illustrations have been rolled out onto a set of merchandise – t-shirts, tote bags, mugs and pins. All to make their 10th anniversary worthwhile.

Doiy turns 10 | Folch
Doiy turns 10 | Folch
Doiy turns 10 | Folch
Doiy turns 10 | Folch
Doiy turns 10 | Folch

Creating a natural home environment

We commissioned the photographer Iris Humm to capture the products in their right element through her clear lens. The products were shot in different home environments with a focus on natural light, under the creative production of White Horse. This new lifestyle approach combined with the duo toned sets by Raya Sader Bujana and Leo García Mendez gave the catalogue the fine balance of a stylish, mature interior brand.

Doiy turns 10 | Folch
Doiy turns 10 | Folch
Doiy turns 10 | Folch
Doiy turns 10 | Folch
Doiy turns 10 | Folch
Doiy turns 10 | Folch
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Art Direction, Brand Narrative, Strategic Communication. Doiy. 2018