Attajoy

Services

Branding & Identity | Graphics & Design | Brand Promotion

Client

Attajoy

Year

Two thousand sixteen

Aurea Clubs

Services

Branding & Identity | Graphics & Design | Brand Promotion

Client

Maxi Health ResearcH

Year

Two thousand sixteen

Maxi Health

Services

Branding & Identity | Graphics & Design | Brand Promotion

Client

Maxi Health ResearcH

Year

Two thousand sixteen

Ostrich Beauty

Services

Branding & Identity | Graphics & Design | Brand Promotion

Client

Maxi Health ResearcH

Year

Two thousand sixteen

Rest Assured

Services

Branding & Identity | Graphics & Design | Brand Promotion

Client

Maxi Health ResearcH

Year

Two thousand sixteen

Shira24

Services

Branding & Identity | Graphics & Design | Brand Promotion

Client

Maxi Health ResearcH

Year

Two thousand sixteen

Tigerlok

Services

Branding & Identity | Graphics & Design | Brand Promotion

Client

Maxi Health ResearcH

Year

Two thousand sixteen

Attajoy

The Joy of the Outdoors.

Project

Visual Identity rebrand

CLIENT

Attajoy

Services

Branding & Identity | Graphics & Design | Brand Promotion

YEAR

Two thousand sixteen

Name Concept

Inspiration

Attajoy is inspired by the popular phrase "Attaboy," an enthusiastic response to a job well done or an impressive stunt. The name captures the excitement surrounding sports activity, the joy of recreation, and the athlete's sense of accomplishment.

Logo Design

What does it mean to enjoy the outdoors? The sound of crackling fire? Refreshing water during the summer? The feel of grass and ground under your feet? The fresh air of the joyful mornings? You get the picture... It is the four elements of nature: fire, water, earth and air. Once we circle everything together, we get something that it can become the 5th element - Joy! Or should we say Attajoy!

We wanted to coin Attajoy not only as a new catchphrase for enjoyment and outdoor recreation, but as a vivid image for the brand's products: from camping supplies to BBQ tools and everything in between.

Our goal: a logo that instantly relates the joyfulness of the outdoors with meaning and visual strength. Our solution: see for yourself.

Earth

The great outdoors; the tingle of grass underfoot; the rumble of gravel as it meets the grit of a running shoe. What we stand on, and how we stand on it, makes us stand out.

Air

Clean oxygen announces bright mornings and cool evenings. Whether we’re enjoying some downtime or living it up in nature’s company, fresh air always gets us pumped.

Water

The splash zone is our favorite territory—perfect for kicking up a storm. And when the mist settles, we happily take to the shore for some lazy lounging and smooth sailing.

Fire

As family we gather around the bonfire to get all warm and fuzzy. But when the games get going, our friendly fire drives us to bring our best and smoke the competition.

Design Elements

Brand Colors

Atta

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

joy

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

earth Primary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

earth Secondary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

earth tetriary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

AIR Primary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

AIR Secondary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

AIR tetriary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

Fire Primary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

Fire Secondary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

Fire tetriary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

water Primary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

water Secondary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

water tetriary

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

survival

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

Emergency

#469a46
PANTONE 7739c
C75 m17 y100 k3
r71 g152 b69

Product Category Gradients

The Attajoy’s brand colors are intended to be related to the product categories. We created a set of unique gradients which work systematically with its own product series.

Typography

Iconography - Primary

Iconography - Secondary

Pattern

The product icon designs are created to categorize Attajoy's multiple product series, combining element icons to visually identity each product, series, and seasonal lines. Each product series has its own unique combination of elements for series recognition, and the colors that align with the product category.

To develop a product categorization series, we used the existing brand elements, the 4 elements of nature. We worked with each element to create visually-recognizable icons that aligned with the product line and communicate the brand essence to the target demographic.

Summer product series

The Fire and Water together bring to mind the hot summer sun with the splash of a cool lakeside jump. What better way to relax than to cool off, refresh, and enjoy the sunshine?

Camping product series

For the Camping product series, we used the Earth and Fire icons. What can recall the memory of the outdoors like the fresh smell of earth, the feel greenery underfoot and the smoky flames of a late-night campfire?

Leisure product series

The Lesiure product series is identifed by the Water, Earth, and Air icon. Experience the serenity of a poolside summer evening, the cool breeze off the country lake, and the sweetness of family memories made outside.

Sport product series

Designed in the bold colors of our Sports palette, the Sport product series is identified by Air and Water. Feel the surge of adrenaline when speed and wind combine, and ride the thrill of the waves warmed by summer sun for a truly joyful experience.

Emergency & Survival product series

To identify the Emergency & Survival products, we took a new approach: creating a new icon out of the universal emergency symbol, elements of the brand design, and an urgent color palette to ensure universal recognition of critical products.

Package Design