PROJECT GOAL
Via Motif needed an updated identity for their growing company. The identity would expand to brand Via Motif in all print, packaging, and digital applications.

PROJECT BACKGROUND
Established in 1992, home accessories manufacturer Via Motif launched a line of woven pandan fiber boxes in a variety of shapes, colors and sizes. These versatile items, with their clean structural design and organic, handmade feel, became immediately popular as an alternative to both traditional baskets and plastic containers. Today over 300 people hand-fabricate a product line of over 100 items in natural fibers, brass, bamboo, wood, and textiles.

Via Motif products are widely available in the United States and Canada, through mail-order catalogs, department stores, and retail stores specializing in gifts, housewares, contemporary furniture, and lighting. Via Motif products can be found in upscale hotels and restaurants.

The evolution of Via Motif’s brand became a priority as the company grew and their product lines evolved. The original line of pandan products has expanded to include vases, picture frames, placemats, file boxes, and bath and desktop accessories in a broader range of styles and colors.

STEP SUMMARY
Step 1: Via Motif owner Cathy Steinberg determined that the company needed a new identity system that would reflect her vision of the company. She assembled a team that included a graphic design office, a website development group and product photographers.

Step 2: Steinberg realized that the original logo needed an upgrade and that an overall brand “look and feel” had to be created before the new website was launched. The timing was right for the updated brand identity to be applied to all print, packaging and digital applications. Vrontikis Design Office (VDO) was awarded the task of creating Via Motifs new brand and applications. As the brand developed, VDO worked with Hyper Arts, website development group, who expanded the look throughout the website.

Step 5: Researching the problem of establishing workable product categories led to the development of graphic elements based on the ancient Chinese “I-Ching.” These symbols evolved into a major design theme used creatively throughout all print and digital materials.

Step 6: Once the logo design was approved, the design team developed prototypes for stationery, a product catalog and the look of the website. A strategy was developed to photograph over 100 pieces of product.

Step 9: The I-Ching concept generated the expansion of a style applied solution to all pieces. A revamping of the identity and packaging for Line Lights, a sub-brand product, was now ready to be addressed.

Step 11: The client used the solution to begin implementing her visionary goals for the brand. Via Motif’s market is home accessories and gift retailers. The impact of the new print and digital materials would be measured as Via Motif representatives began to use them at major gift shows.

Step 12: The new catalog and website became an invaluable tool for new product offerings and for referrals to retailers. A style guide was created to provide insight into the new branding strategy for future design team members.

Steps for this project: