CATATÁBUA

Furniture and Decoration

Keys: Redesign, Product, Entrepreneur, Furniture

Catatábua's initial ideas began to take shape in the last semesters of Raíssa Bontempo's college, a design student. The entrepreneurial instinct arose from her initiative to reuse discarded wood for the construction of furniture and decorative pieces. The company started participating in itinerant fairs in the capital Salvador and established a fan base of its work, over time Catatábua increased its work portfolio and planned higher flights.

Redesign

The contact for the development of the project came after the ex-colleague's desire to update her visual identity, making it more attractive to the public and versatile in terms of application capacity, some of the characteristics that the previous brand failed to meet efficiently.

The Catatábua, "take the wood" in a free translation, is a reflection of Raíssa's vision and personality, this is due to a number of factors, including the fact that the company was managed individually, as well as the most striking feature of its work dynamics: manual manufacture of all parts. Within the new visual identity Project, it was essential that the process was permeated by this atmosphere of affection and attention that the professional gave in each of his creations.

The manual aspect of his creations was one of the main guiding elements in the process of creating the new logo. From the beginning, the project went through a multitude of hand-made sketches with different styles of cursive typography. In addition, along with the artisanal concept of its production, elements were impregnated in the structure, linked the affection and intrinsic delicacy to the products offered by Catatábua, represented through a heart in the logo. Closing the conceptual part, the initial concepts of formation of the company were also assimilated in the structure, through the exclamation, referring to the name of the company as an initiative in the way of reusing materials "take the wood!".

The company's color palette complements the joyful concept for communicating the company's image. However, the intention is that there are no requirements for this application, since the intended concept aims at a versatility of the chromatic palettes with which the brand can move. This is mainly due to the fact that Catatábua has a diversified product portfolio, serving a variety of furniture and decorative products. Therefore, it is perfectly appropriate to make the brand's palette more flexible for specific applications, such as thematic collections, for example.

The brand has two distinct signatures designed to meet specific needs, one version with only the logo and another with a box, aiming to preserve the brand reading in diffuse backgrounds. Through the sampling process carried out with the public, the update of the logo had an expressive positive feedback.

Stationery

A new type of concept was approached at the graphic party applied in the institutional pieces of Catatábua. Instead of designing a graphic element replicated in all parts, the aspect responsible for the unity between applications was unified by a color palette. With this proposal, it was possible to include a series of geometric patterns in the company's pieces without losing the similarity between them.

[Catatábua] - Simulação Cartão de visita

After Sales

In a period prior to the identity redesign, a company management process was implemented. The objective of applying this step was to assist administrative aspects vital to the company that were in a certain disorganization, due to the managed individual. Among these tools, we can highlight the BMG (Business Model Generation) is a methodology that helps in the definition of the business model and in the identification of basic elements for the company, public, offered values and products.

A protocol was developed with some future ideas for the company as a result of this work. Among them is the 'advantage club', an initiative created to retain the company's customers, offering points linked to the products purchased. These points can be redeemed for discounts at the future online store or for gifts made available by Catatábua seasonally. The image above is an after-sales material made for this initiative, with instructions to register the purchase and obtain your points. The purpose behind this piece is to convert physical customers into potential buyers in the company's online store.

Uniform and Collections

The uniform designed for the customer permeates the demands intrinsic to the dynamics of carpentry work, among them: the resistance and flexibility to different usage positions, as well as a feminine touch to its composition, with a loop detail at the waist. The chromatic applications were due to the main colors of his palette, with a prevalence of brown, due to the nature of the type of work the company has.

Against the multi-purpose concept of its chromatic palette, some prices have been developed for some fixed collections of Catatábua products. These applications serve as a parameter for future productions, showing how the identity can be made chromatically flexible due to a better adaptation to the theme of the piece sold by the company. The product line tags designed in this project were children, tropicalism and Mexican skulls.

Other Applications

In the final presentation of the identity, a variety of applications were designed to highlight the brand's ability to fix and its flexibility. These pieces aim to apply elements of the day-to-day of the workshop and also possible gifts that the company can make available to its customers.

As she is a client who is also an active designer in the area, the conceptual freedom applied to the project aims to ensure a wide range of applications and themes that the identity can address in the future, with Raíssa herself as the graphic producer of these contents. Therefore, a particular characteristic of this project is that it contributes as an element to renew the company's administrative dynamics, as well as your image. As a former classmate, it was a pleasure to help a creative entrepreneur get new flights!