was founded in 2002 by Gustavo Elgelhardt, a product designer concerned with the environment and production process with non-renewable resources, and one of the pioneers to work within the ecodesign concept in the Brazilian product design scenario. His carefully hand-crafted products are often associated with common, daily-use objects such as a deck of cards or critters such as a centipede.

Desfiacoco’s product line has been awarded worldwide in the most important competitions such as iF Awards and Museu da Casa Brasileira, and were part of exhibitions such as Destination Brazil at MoMA in New York and Brasil é Cosi, in Milan, Italy. However, the brand awareness was focused in the ecodesign field and didn’t keep track of the internet and social media devices in order to sell products in a more effective way.

With a new visual identity, brand strategy and planning turned to social media channels, Desfiacoco is now a nationally praised ecodesign brand, with its products making appearances from prime time soap opera scenarios to Italian Vogue features and the Brazilian Design Biennial.

We hope that you enjoy the process and making of the ideas behind the new visual identity on the next few pages.

brand values Elements that represent the values behind the brand and its new phase were used to construct the final version of the logo

ECO-FRIENDLY CONNECTED DEXTEROUS

HAND MADE

ARTSY

ACCURATE

PLAYFUL

BELOVED

CHARMING

CREATIVE

AWARE

symbol The name Desfiacoco is translated by a strong symbol of an open head. Desfia is literally translated as “reeling off ” and Coco figuratively represents the head. It’s a metaphor for the process of persisting on an idea.The brand values were combined around the head in the shape of a tree

typography Font chosen: Knockout font family by Hoefler & Frere-Jones Type Foundry

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvxwyz1234567890!@#$%ˆ&*()-=+[]{}<>?!

ABCDEFGHIJKLMNOPQRSTUVXWYZabcdefghijklmnopqrstuvxwyz1234567890!@#$%ˆ&*()-=+[]{}<>?!

Knockout HTF46-Flyweight Knockout HTF74-FullSumo

logotype We wanted a fashion-design label approach for the logotype, representing the values added to the brand and its products

typography Font chosen: Knockout font family by Hoefl er & Frere-Jones Type Foundry, here used to identify the product line properly

centopéia

phosphoro

banco carta

dama

TM

TM

TM

TM

applications Packaging for Centopeia fruit bowl

applications Promotional material

applications Product catalogue

applications Website

applications Promotional material

THE END Thanks for the attention.

desfiacoco.com