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.
ArtDirection
We did a photo shoot in different locations in the USA that combined contemporary reference architecture with natural environments. The objective has always been to connect the interior space of the house with the outdoors, blurring the limits between the house and the garden or the terraces, generating an aspect of natural refuge. To do this, we created a visual imagery that connects open outdoor spaces with a rugged and wild vegetation and landscape, a nature that is enjoyed at any time of the year, regardless of the season.
The chosen locations stand out for the presence of an intense green, of forests and trees, combined with architectures with noble materials and deep tones. Dark-toned woods, slate, and dark tiles abound, as well as metal beams. These are spaces with a lot of personality but neutral enough to highlight the materials of Danao’s designs.
Attrezzo has been reduced to a minimum and natural shadow projections have been used as a way of integrating each piece more immediately into nature. The final set breathes the company’s design lines: elegance, peace and privacy.
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