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.
Editorial Design
We have made an editorial line approach for the product brochure. It is a catalog that explores the two lines of business of Danao -residential and hospitality- and where it is especially important to transmit the values of the brand.
In the editorial line we take the fashion world as a reference, to highlight the image over the rest of the elements. We have opted for a sober graphic design with little decoration, where the headlines and large-format typefaces allow us to continue building the brand, giving prominence to product photography.
A dark paper has been used for the cover, selected for its tactile properties and texturing, which help us to transmit the brand’s contact with nature. The interior layout has been treated as a photobook, prioritizing the importance of the image with respect to the text or technical content. The goal is to be able to convey elegance and forceful presence of each of the designs, eliminating anything that diverts attention.
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