BRANDING

Danao

2022

Briefing

Danao is a United States outdoor furniture company highly oriented to the American market and with a long history of collaborations with leading European designers. Right now they are looking for a more global language that allows them to stand out in the US market. That is why they asked us to redesign and reposition their brand capable of expressing the company’s values present in the product but not so clearly in communication: a high-value design with a clear inspiration in contemporary internationalist architecture and a spirit rooted in the American Landscape. At Odosdesign we made a journey of discovery of the American nature, to connect the brand with the territory.

Design & brand strategy

From the point of view of identity, our goal was to translate a series of intangible issues, such as the feeling of calm and excitation by the overwhelming nature, into a brand. We had to consider more elements. Danao is characterized by a contemporary design, elegant luxury, which breathes peace and tranquility.

In the creation of the brand, we decided to capture these values through a timeless but very present logo. We chose a strong typeface, but at the same time neutral and resistant to the passage of time. A brand that moves away from the typical narratives of the habitat sector, to approach a language and codes closer to the world of fashion, another of the company’s inspiring territories.

We combined two fonts to enrich the identity. We worked with a geometric family like Suisse International, a font that belongs to an extensive family created by Swiss Typefaces. The font has the timelessness, consistency and readability necessary for a contemporary brand. We combined it with the Canela serif typeface, very stylized and elegant to generate outstanding elements in the editorial line.