Year: 2018
Tags: Art Direction, Brand Narrative, Strategic Communication
A brand narrative for DOIY
Designed by Folch
Year: 2018
Tags: Art Direction, Brand Narrative, Strategic Communication
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“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.
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.
“DOIY is one of those brands that is open to any idea you propose to them. They understand very well how to develop a long term relationship, allowing us to provide them with an innovative creative strategy and unexpected tools in terms of communication.”
Rafa Martínez, COO & Head of Brand Strategy
“Defining the voice is a crucial part of understanding and living a brand. We created the tone of voice for the 10 year old Doiy – translating the process and challenges of the journey through their most precious objects.”
Emmy Koski, Communication Director and Editor
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“Fran’s illustration approach seemed perfect for capturing Doiy’s vision, his style of illustration embodies a refined look whilst bringing fun and humour to the overall composition.”
Allie Heesh, Senior Designer
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.
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.
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.
