Donna Alda is a store present in the village since 1998, whose mission is to sell brands that the competition does not have, with varying prices. It sells its own haberdashery items, such as thread, wool, ribbons, among others. It also sells lingerie, underwear, pajamas and baby clothes.
The symbol represents Dona Alda, is a woman who was forced to emigrate to Switzerland with her husband in search of support for their two young daughters. He didn’t know the country or the language, but he continued with courage. Shortly thereafter, the couple broke up, but she kept up her strength and stayed away.
Dona Alda showed a lot of strength and courage to be alone in a country she did not know. In the symbol, the woman is on her knees in order to show that “the battle is over”, she traced her path and concluded her battles. All that remains is to enjoy the victory.
The colours was chosen by the diferencial from the stores around, but taking into account the feelings they convey and adapting to the store’s segment.
Yellow is a warm color that brings joy and liveliness to the environment. It is a stimulating colour and very energetic. It has a small hue of orange better known as crisp yellow.
Blue is the complementary color of yellow, that is, within the chromatic circle they are situated at opposite ends. Complementary colors create a lot of contrast between them, making projects more vibrant. Azul was chosen for its calm and serenity. On the other hand, it brings us a feeling of confidence and strength, showing security to customers.
- Agency/Creative: Raquel Fernandes
- Article Title: Raquel Fernandes Creates Branding for Donna Alda Store
- Organisation/Entity: Freelance
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Portugal
- Agency/Creative City: Santarém
- Market Region: Europe
- Project Deliverables: Brand Identity
- Industry: Fashion
- Keywords: BrandDesign
Brand Designer: Raquel Fernandes